The 3rd of January is marked by the pharmaceutical industry of India as the Pharma Brand Managers Day, in memory of Prof. Chitta Mitra, my father who passed away that day in 2012. As his son, it is an honour to be able to carry forward his remarkable legacy and share his singular journey as a mentor, innovator and entrepreneur.
Baba, as we in Bengal call our father, was widely known for having pioneered a research tool that was to prove transformative and a game changer in the pharmaceutical industry and health care sector, anticipating the power of data and the kind of information they can generate. The Rx (Prescription) Research concept and methodology that he designed is unique, simple but extremely powerful and a strategic lead generating indicator when interpreted properly.
Baba’s journey was no less exceptional. He was born and brought up in a humble Bengali joint family in the city of Jessore, in what is now Bangladesh. Like many families before the Partition of India in 1947, his parents moved to Calcutta (now Kolkata) in 1946. He studied Economics in Scottish Church College and then completed his Master’s degree from Calcutta University. A talented student, he was always in pursuit of excellence and of doing something new and innovative.
Completing his studies, Baba went to Visva Bharati at Santiniketan to work in a project that was led by Prof. P C Mahalonobis, popularly known as PCM. 1In all likelihood, the project was to do with social research to provide inputs for the first Indian Five Year Plans2 From this work, under the direct tutelage of PCM, Baba started learning about market research and thereafter developed an interest in the subject, which turned into a lifelong pursuit. PCM founded the Indian Statistical Institute (ISI), in April 1932; subsequently, Baba began working there in various projects. Prof. PCM was very fond of his young protege. Even I had the opportunity of meeting PCM once in his North Kolkata residence when I had accompanied Baba.
II
In course of time, other connections were built, shaping Baba’s future. Mr. Subhas Ghoshal (SG) was quite the legendary head of a leading advertising agency in the 1960s called Hindustan Thompson Associates (HTA) (The Indian arm of J. Walter Thompson) Subhas Ghoshal was PCM’s relative (most likely PCM was Mr. Ghoshal’s maternal uncle). At some point in that decade, Mr. Ghoshal found that HTA’s creative advertising campaigns were failing too often. He and his team attributed that to the fact that there was no prior market research to test the ad campaigns. SG felt that HTA needed a market research wing and requested PCM to help him with someone who can take the initiative of setting up an independent market research wing in HTA. PCM immediately introduced Baba to SG. That was when the first Consumer Panel Research in India was started and Indian Market Research Bureau (IMRB) was founded in 1971 with Chitta Mitra, Baba, as the Director.
At the beginning of 1974, Baba left IMRB and joined Indian Institute of Management, Calcutta, a leading business school, in July of that year, as a full-time faculty member and taught till 1981. Baba did not write a PhD; however, at IIMC, students did PhD under his guidance. He used to tell me that he missed doing a PhD and that I must consider doing it. This was one of the motivating factors for me to write my PhD in his field of specialization. My thesis on “Application of Prescription Research in Strategic Pharmaceutical Marketing” that I completed at the end of 2012 receiving the degree on 25th Feb 2014 during the Convocation of Bengal Engineering and Science University(BESU), Shibpur. Sadly, it was after Baba was gone.
III
In 1977, Baba started a consulting firm called Marketing and Advertising Research Centre (MARC). The name was subsequently changed to Centre for Marketing and Advertising Research Consultancy (C MARC) Pvt. Ltd. in 1980. Since he was still a professor at IIMC, MARC was under the proprietorship of my mother, Annapurna Mitra. In 1980, C MARC Pvt. Ltd. was launched, with Baba as the MD and Ma Jt. MD, the Continuous Prescription Research (CPR) service came to be consolidated. In January 1986, after I graduated in Economics, Political Science from Calcutta University followed by a Computer Programming training at Jadavpur University, I started working in C MARC to build C MARC Systems Dept. for faster, more in-depth and accurate data analytics.
Baba did not know about Pharmaceutical industry. He met someone called Mr. Tarun Gupta (TG) in a conference at IIMC. TG was a very well-known marketing leader at Glaxo India, responsible for transforming and shaping pharmaceutical marketing practices in India. Being a hard-nosed marketing professional, TG felt the need for systematic research that would help understand the practice of prescribing medicines by doctors, in order to improve scientific marketing. He requested Baba to start planning for market research and the two became good friends over time. It was TG who persuaded Baba and Ma to consider starting Rx Research with Baba’s own concepts.
And the rest, as the clique goes, is history.
IV
Baba was a perfectionist who believed in research grounded in facts and data. He trusted what was written rather than what was said. This conviction led him to focus on what medical practitioners actually prescribed, rather than what they merely reported.
Those in the industry who interacted with him or attended his Rx Research and data analytics presentations, remember his candid, often brutally honest opinion, always rooted in hard evidence drawn from prescription data. He never hesitated to express his views, with the sole purpose of strengthening and advancing the pharmaceutical industry—ultimately benefiting medical practitioners and patients alike.
Once, while making a presentation to one of his valued clients, he told the Chief of the organization that he did not really understand marketing, based on what the data analysis revealed. Everyone in the room was stunned to silence. However, the honesty and genuineness of his comments earned him more admiration than turning him into an adversary.
This authenticity defined him at every stage. He never held back from criticizing – even me – in front of clients. In my early days of presentations, there were a few occasions when he stopped me in the middle of a presentation and said, “Sanjoy, you are wrong in interpreting the data.” It would completely freeze me at that moment, but that was his way of teaching. He believed in calling a spade a spade, regardless of the audience or who the speaker was. That uncompromising honesty is why he was so widely accepted and respected across industries, and considered one of the eminent professionals in the field of market research and data analytics.
He would get extremely annoyed if any of his colleagues fell sick. To him, illness was a luxury – a time when one could not work, and, therefore, something he had little tolerance for. I remember once when he himself had malaria and was unable to attend office, how angry and upset he was with himself.
Throughout his entire career, he never missed or rescheduled or was delayed for any presentation or client meeting with only one exception. It was the day after Mumbai serial bomb blast in 1993, 3 when most of the offices were closed, as people were too scared to go out. However, he still went for his presentation and I was with him. Due to massive traffic and security checks, roads were blocked and we reached 45 mins late. This was the only occasion I remember seeing him late. He used to say – “get the work done on time, otherwise you are not in business.”
He was deeply committed to two principles: perfection and timely delivery. His dedication to colleagues and clients drove him to stay ahead of the curve, consistently providing forward-looking insights supported by actionable, results-oriented strategic recommendations. His philosophy of life was simple yet profound – to ensure that others benefited from his work.
In the initial years of C MARC, the number of pharmaceutical companies that were interested in using the CPR services were limited. Many had doubts if such type of data analytics would really be good for developing marketing strategies. I heard Baba saying this on various occasions, “If oil is the most valuable product in this era, in future data-analytics will be even more valuable than oil!” How prophetic he was! It is today’s reality. Now, no firm in the Indian Pharmaceutical Industry can think of formulating any business or marketing strategy without considering Rx Research insights.
In his mid-40s, Baba turned deeply spiritual. He was initiated into the order by Shrimat Narendranath Brahmachari, the founder of Dev Sangha Ashram, at Deoghar, Jharkhand in Eastern India, who had set it up in 1950 to bring to fruition, the vision of his Guru, the renowned Saint Brahmarshi Satyadev (1883-1932), the disciple of Acharya Bijoy Krishna Chattopadhyay, follower of Mahatma Tailanga Swami of Varanasi. The influence of his Guru moulded Baba’s life quite significantly. He began his study of the Upanishads and Gita. He would often quote from these sacred texts in his personal and official communications. He regarded these scriptures to be powerful tools and means of explaining human behaviour.
I feel privileged to carry forward his remarkable legacy through our organisation—Strategic Marketing Solutions and Research Centre (SMSRC). At SMSRC we have continued to follow his teachings and philosophy, maintaining the concept and methodology with enhanced power of analytics, based on our learning and experience over the last forty years. We endeavour to make the world a better place by serving the needs of humanity, as I have imbibed from Baba.
Dr. Sanjoy Mitra, MBA (Marketing), PhD in Management Sciences, is the Founder and Managing Director, SMSRC Private Limited. He lives in Mumbai
Footnotes
- Prof. Mahalonobis was a scientist and statistician who introduced the use of Statistics for planning in India and founded the Statistical Institute in the outskirts of Kolkata
- Integrated programs designed by the Central government aimed at economic growth and modernising different sectors through planned allocation of resources. The first plan was launched in 1951
- A series of 12 bombs were set off, killing 257 people and injuring 1,400
It was truly enriching to learn about the organization’s glorious past and the remarkable way Mr. Sanjoy Mitra built his legacy. His strong emphasis on the value of time and the importance of being authentic has clearly shaped a culture of trust and integrity. These principles continue to play a vital role in building long-term credibility and serve as an enduring source of inspiration for future generations.
I was born at Dehradun and while being a small child came to Allahabad as our father worked with Indian Defence Accounts Service .Schooling , College and subsequent studies at Allahabad University during the Golden era of the University in the early 70s developed a silent aspiration in the dream boy to study further and that too study at I I M Calcutta.
One joined II M Calcutta, Joka campus in July 1977 .It was a big sprawling 130 acres of green campus with big old trees and also with a big lake right in the middle of the campus .Only in June 1977 , I I M had come to the new campus from their earlier BT Road campus of North Calcutta.
The fragrance of the green campus in the ambience of village like situation of rural surroundings was, perhaps , there for everyone to feel and breathe.
We all Fellowship ( Doctoral Programme) select students joined together on a particular day of July 1977 at Joka campus and after the ceremonial address of the Director ( Sri Hiten Bhaya ), reported to our respective departments.As one aspired and also selected for Marketing Fellowship, one went and reported to Professor Chitta Mitra , Professor and HOD of Marketing Faculty then . Sir extended me a spontaneous welcome full of warmth and also assuring one of all help and guidance if one needed ever .
These were more than sufficient words and manifest behaviour, coming as if from the heart of Sir, removed all inhibitions and sense of fear of mine .One knew one would succeed and will also never disappoint Sir .
Then for next 5 years different academic ordeals followed.Course work completion , obtaining respectable CGPA, Project completion , clearing CQE , literature scanning , design of experiment, and so on .
At times , one thought things were getting exasperated.One will go to Sir then .He will take me just outside the campus gate and take tea at Mihir’s dhaba and continue with discussion on some topic or the other . Slowly and unknowingly he got me interested in Market Research, as a probing subject, and more importantly delving on methods of sampling, data collection and data interpretation for decision making . We made a unique duo . Throughout the day we were busy with our own works and duties and often meeting in the evening to work together at Saptaparni ( his residence) or at Bondel Road office, Calcutta on the vision and oulines of strategic functioning for sustainability of C Marc. Rest is history as to how endeavours of Professor Mitra have reshaped Indian Pharma Industry for their viewing of data collection through Prescription Research ( simple structured and semi disguised instrument)for systematic decision making.
In the meantime Professor Mitra got me introduced to Acharya Saumyendra Nath Brahmachary , a realised person, a Gold Medallist of IIT Kharagpur of 1968 batch and a Thought leader of Inter nati
onal relevance .
Duo had transformed by then into a trio consisting of Self , Prof Mitra and Acharya Ji . We would often go to Deoghar ( self and Sir) from Calcutta to be at Dev Sangha Mutt , Deoghar to be with Acharya Ji for a few days of introspection and deep contemplation for our individual Journey of Consciousness for individual fulfillment and simultaneously for greater Socially good work . There was , as it were , no conflict between Worldly achievements and Spiritual attainments (Ch 6 of Sri Gita ).
Professor Mitra had an alert mind , extremely focused approach to tasks at hand and carried a hard working frame of body , mind and soul .A combination, unique for its very existence.
Once while at Calcutta I had asked him that Telegraph , the English daily had been launched , what will happen to Statesman . He had replied ; Broadening the Market and Flattening of peak will take place.
Came the year 1983,One became a Fellow of IIM Calcutta of 1983 .Same year in Octoberl983, One joined prestigious Institute of Rural Management ( IRMA ) Anand as a Faculty Member.
In 1985 , One Fertilizer giant with Hqrs at Gujarat came to IRMA with a contention that they had invited a very senior Marketing Professor of I I M Ahmedabad to address their Annual Marketimg Conference at Mount Abu and requested for a similar reciprocity from IRMA Anand .IRMA Director gave that responsibility to me .
One asked for a bright IRMA student, Soumen Biwas to assist me and asked for a separate transport for us to work on Rural MR project in Kheda District .A semi structured non disguised questionnaire interspersed with probing technique was administered on 150 farmers of Kheda District adjoining blocks for their perception of utility of N P K and also the specific advantage, if any , of use of the particular brand of that giant fertilizer company .
A presentation was made on scheduled date at Mount Abu .It was a super duper success.Annual Marketing Conference was forgotten.Directors were flown in to Mount Abu for a special mid night celebration arranged for one , the teacher and equally for Soumen , the RI for the Project and the student associate.All such nuances , one had learnt from Prof Mitra .
Incidentally Soumen rose on to become the ED of Pradan , the most respected NGO of India .
The memories remain fresh.
One would wish Sanjoy all the best for keeping his Baba’s Flag afloat at greater heights with his merit , indefatigable energy and beautiful team at his disposal.
In so far as one is concerned, one is reminded of the soul stirring film starring Sidney Poitier; To Sir with Love .
In a different context of milieu and Life Mission, I would also write to Prof Chitta Mitra , our Teacher and Guide ;
To Sir with Love
Jai Guru. Pranam.
Prof Sudeep Ranjan Ghosh
Fellow IIM Calcutta
I am very happy to share a few thoughts and words of mine regarding the great legend Professor Chitta Mitra of C MARC. Just reviewing the history, with my three and half years of experience as a medical representative (MR), I had founded American Remedies in 1976. We had started with one advantage, we always believed in differentiated products—products that offered something more than what the market already had.
This thinking came partly from my earlier experience at Searle India, where I worked for about three and a half years as a medical representative. Over time, our new company American Remedies started progressing well. By 1985, we were operating only in three southern states, and when I wanted to expand to an all-India level, I realised that “what you don’t know is knowledge.”
At that time, I sought help from my good friend Mr. G. K. Ramani, who was then a manager at Glaxo India. He joined the Board of American Remedies in 1985. In 1986, his boss, Mr. Rama Swamy Iyer—also a close friend of mine—joined our Board as well. Together, we took American Remedies to new heights.
That period marked a major turning point in my life and in the journey of American Remedies, when we were introduced to Professor Chitta Mitra through the contacts of Mr. Rama Swamy Iyer and Mr. G K Ramani.
I consider it a privilege—and a result of ancestral blessings—that I met Professor Mitra personally. He represented a rare combination of human insights and sharp intellectual consciousness. What he taught us was not just about products or benefits, but about how we look at data and prescriptions.
Professor Mitra taught us that data collection and data analysis are two different things, and that interpretation is the most critical part.
I would like to share a small story that beautifully explains his approach to analysis. A man conducts an experiment with a frog. He asks the frog to jump, and it jumps eight feet. He then removes one leg and asks it to jump—it jumps six feet. He removes another leg, and then another. With only one leg left, the frog jumps one foot. Finally, after removing all four legs, he asks the frog to jump—and it does not move.
The man writes in his thesis: “When all four legs are removed, the frog becomes deaf.”
This conclusion is very difficult to disprove, but it is completely wrong. The frog did not jump because it had no legs—not because it could not hear.
This story captures Professor Chitta Mitra’s approach perfectly. He would present all the data, allow us to analyse it, and then gently guide us to the correct interpretation.
His style of teaching was remarkable. He would listen patiently, appreciate the effort, and then gently say, “But…”—a soft “but,” delivered with kindness, not criticism. That “but” meant our interpretation was not quite right, yet he never made anyone defensive. Instead, he created an environment where learning was natural and comfortable.
This lesson stayed with me throughout my life.
I often compare him to a compass on a massive ship. No matter how large or complex the ship is, it is ultimately guided by a small compass. Rain, storms, or rough seas do not affect the compass—it always shows the correct direction.
Professor Chitta Mitra was that compass for the pharmaceutical industry. His analysis consistently showed the right direction—what and which doctor segment to retain, whom to convert, and how to act strategically—based on doctors’ prescription behaviour and evidence.
His contributions to the pharmaceutical industry are among the most significant that I have ever witnessed.
I am deeply grateful for the opportunity to share a few words about him. My respectful pranam to that great soul, and my sincere gratitude to his legacy and to Sanjoy for carrying forward his work with such dedication and effectiveness.
Jai Hind. Thank you.
What a wonderful tribute to Prof. Chitta Mitra! Reading this piece filled me with deep respect and gratitude.
The Indian Pharma marketing discipline is truly indebted to Prof. Chitta Mitra for its evolution. In our industry, most marketing models and practices are borrowed from the Western world. However, Prescription Research was native to India—conceived and institutionalised entirely by Prof. Mitra. Unlike other concepts and practices, it was not imported. This makes his contribution uniquely significant in the global landscape of pharmaceutical marketing.
The collaboration between Prof. Chitta Mitra and Mr. Tarun Gupta was transformative for the industry. While Prof. Mitra brought the rigour of research methodology and data analytics, Mr. Tarun Gupta—with his deep understanding of pharmaceutical marketing at Glaxo India—recognised the need for systematic research to understand prescribing behaviour. Together, they laid the foundation for scientific marketing in Indian pharma.
Prof. Mitra did not merely found an institution; he established a lasting legacy. It is remarkable that now his third generation is leading data-driven decision making in India Pharma marketing. Every quarter, we used to eagerly wait for getting an in-depth understanding of what sales data cannot reveal—insights that came from CMARC or SMSRC, the two organisations furthered by his two sons, Chinmoy Mitra and Dr. Sanjoy Mitra (the author of this story).
It is fitting that the World Pharma Brand Managers Day is observed every year on 3rd January in memory of Prof. Chitta Mitra and Mr. Tarun Gupta—honouring the two visionaries who shaped pharmaceutical brand management in India. I feel fortunate to have contributed to this annual event by conducting a workshop on Design Thinking in 2020 and moderating a panel discussion on the use of AI in Pharma in 2025. This, I feel, is my humble tribute to Prof. Mitra and his enduring legacy.
Thank you, Dr. Sanjoy Mitra, for sharing this moving account. Prof. Mitra’s vision continues to guide generations of pharma marketers, and his legacy lives on through you and your family.
Dear Sanjoy, thank you for the honour given to write a few words about the legend Prof Chitta Mitra.
As a new kid on the block of Pharmaceutical Marketing I used to find the data tables of C Marc extremely complicating. But when the same data used to speak from Prof. Mitra Sir’s voice it used to get transformed in a lesson in marketing with his deep almost prophetic insights. I have seen the journey of data presentation from acetate sheets to slides to power point presentation of C Marc.
We used wait with anticipation and fear for every meeting of C Marc. Worried whether colour red will appear on our brand or on business Rx growth or green. Worried about whether we have lost to competitor brand on Rx switch grid or gained . Such was the detailed analysis C Marc used to present with Professor’s razor sharp comments. He pioneered a communication flow PC PD Brand Benefit and exchange value which changed the way industry spoke with the medical community. Undoubtedly he raised two generation of marketing professional in our industry with his pioneering research.
Prof is also a shining example for startup entrepreneurs on how a working professional transitions in to an entrepreneur and then go on to build an institution. An institution that not only provides strategic insights to Pharma Industry but also prepares future leaders.
I had the privilege of listening to his vision before it all came true.
Against the headwinds of rapid commercialisation of the industry we are fortunate that the next Generation of Prof Mitra is carrying forward his great legacy of Data, Insights, Implementation and Impact.
Salute and Homage to Enlightened soul of Prof Chitta Mitra Sir
Professor Chitta Mitra was a true legend who was way ahead of his time. He forged a totally untrodden path of research & analytics which has stood the test of time and has become central to how we review business performance today. He understood the nuances of data and the output from his analysis was nothing short of magic. The industry owes him a debt of gratitude 🙏.
Sanjoy, thanks for penning this tribute to the great man.
Prof. Chitta Mitra’s work of bringing prescription data into pharma changed how we think and work. I admire Sanjoy for keeping healthy, evidence based debates alive on prescription data analytics. He always adds meaningful, useful perspectives that help spot and remove blind spots, making our decisions better. Many thanks to Prof. Mitra and Sanjoy for strengthening our use of prescription data and improving how we think.
Sanjoy , Thanks for sharing the Contributions of the Pioneer & Legend in the Pharma World. I 1st met Prof Chitta Mitra when I was A GPM in Burroughs Wellcome during a CMARC Presentation . I got a Mouthful from Him which provoked me to Understand the Data & more Importantly what is behind the Data . This really enabled me to Understand Customer Behavior. He Taught me the Purpose of Brand Communication & also Writing Customer Speciality wise Brand Communication. Later on whenever I used to visit Calcutta ( Then ) , I used to go & spend sometime in His office- Interacting with Sanjoy & Later Discuss about Brand Strategies with Him. He made me Believe that Rxtion Share is key to Both Short & Long Term Success of A Brand . In every meeting I learnt something New & Sharpened my skills. He was Extremely Passionate about Deciphering Drs Rxtion- Understanding Physical Reflection of Drs & use that knowledge to Devise Successful Brand Strategies. His Contribution to the Pharmaceutical Sector has been Immense. He has always guided CEO’S, Commercial Directors to Think Proactively & Draw Strategic Growth Plans for Organizations. ( I vividly remember the Pic Sanjoy has shared in the Office). I Personally am aware of Him Shaping the Marketing Careers of Many People in the industry which led to Building Strong Brands in the industry . Even Today I Miss Him. Thanks Prof Mitra for Nurturing me to what I’m Today. Sincere Regards & Pranams to The Legend.
Sanjay!
Thank you for creating a platform to reminisce learnings from Prof Chitta Mitra!
My association with the immortal legend began in 1990 .
One can write reams about him . Bcz every meeting was better than a class in Harvard Business School.
However I will share super critical learnings and some key observations.
Learnings:
1)
He asked a question
What is a prescription
After some quizzing around, answered it himself:
‘ A prescription is an expression of Aspiration’
A brilliant guidance to a marketing communication person
2) His key word was
PERCEPTION.
3 He created a vocabulary for marketers : PC n PD ! What an ocean of knowledge in these 4 alphabets!
Observations
He never held back or minced or couched, his praise or criticism.
If properly’ teased’ he could throw up strategic advice . Depending on the teaser / learner
In summary:
He CREATED a memorable tool for all of us …. First of its kind globally. And it got quoted by the guru ‘ Philip Kotler ‘ ! No less
Our generation will remain indebted to :
The Father of Data Based Marketing
————-
Glad that Sanjay is carrying forward the mantle !
Blessings, Sanjay .
I remember my interactions with Prof.Mitra very fondly and with a great amount of reverence to someone who in market reseach, was a guru for the Indian pharma industry. Every time we met, i remember his warm smile and once the business discussion started, it was something else. Brutally frank with his views, he expressed it with conviction and honesty and backed it up with an analysis that would help us a great deal. Sankar Das, a colleague from Dr.Reddy’s posted a picture of us at the office in Kolkata and with us in that picture is Sanjoy, we are so happy to seem take the legacy forward with SMSRC.
During my field days, I often heard my marketing colleagues mention Prof. Chitta Mitra with a lot of awe and reverence. Other than his extremely sharp mind, they used to describe him as someone who wouldn’t mince his words while giving brutally honest feedback, even to the chairman/founder of the organization.
After moving to marketing, I got an opportunity to have a first-hand experience of listening to his analysis and wisdom. Till then, I had never imagined that one could slice and dice the data in such depth and bring out nuggets of deep insights. To me, it almost felt like magic.
Our annual strategy workshop in CMARC’s office in Kolkata used to be such a learning treat! We all eagerly await that learning experience. Other than what I learned as an individual, his insightful analysis and recommendations were an invaluable treasure that gave cutting-edge to Dr Reddy’s.
I consider myself really fortunate to have been exposed to and influenced by such a legendary mind in the early days of my marketing career.
Prof. Mitra struck me as someone who would believe in nothing short of excellence and be absolutely ruthless in demanding the same not just from his team but from every pharma marketer.
Thank you, Sanjoy, for sharing this piece. Your piece and our group photo shared by Sankar Dass rekindled my memories. From your post, I learned a few things about the personal side of Prof. Mitra that I had never known. You brought back those memories of deep discussions and lots of debates during those workshops. Not to forget the value you would bring to the discussion through your fresh and original insights.
Professor Chitta Mitra was a pioneer in pharmaceutical market research. I had the opportunity to interact with him & admired his candid comments & suggestions based on prescription data . Today we at Fourrts are making our product positioning & strategies based on SMSRC data . Our pranams to the pioneer.
Dr Sanjoy Mitra is very ably taking Prof Mitra’s legacy to the next level of evolution in an era of AI and Data Science by being a pioneer in their adoption, much like his father during his time.
At a time when analytics and data science was not even a subject and unheard of in the pharmaceutical industry in India, Prof Mitra pioneered the principles and use and was the bedrock of his many contributions to the pharmaceutical industry. His contributions have defined many marketing practices in the industry, since then. He will always be remembered for having brought structured marketing thought to pharma in India.
I read this piece with deep emotion and gratitude. I was privileged to have known and worked with Prof. Chitta Mitra, and the memories it brought back are both vivid and humbling.
Beyond his towering intellectual presence and scholarly rigor, what stays with me most is the human warmth that Prof. Mitra and Mrs. Mitra extended so effortlessly. Their home was not just welcoming. It was nurturing. I was never treated as a visitor or a junior colleague, but rather as family. That impeccable hospitality reflected who they were as people: generous, thoughtful, and deeply humane.
Professionally, Prof. Mitra was a true guru. I learned immensely under his tutelage, not just concepts and frameworks, but the discipline of thinking clearly, ethically, and independently. His influence shaped the way many of us in IPM approached teaching, learning, and leadership. He set standards that were high yet inspiring, demanding yet compassionate.
Some individuals leave behind achievements; a few leave behind institutions of thought. Prof. Chitta Mitra belonged to the latter. His legacy lives on not only through his work but through the countless students and professionals he shaped, many of whom still carry his voice in their thinking.
Thank you, Sanjoy, for sharing this beautiful remembrance. It brought back fond memories and reaffirmed how fortunate we were to have known and learned from your father. He is deeply missed, but never forgotten.
Such an inspiring story. The legend that he was and the legacy that he has left behind is a guiding principle for our day to day work. His philosophy is a bedrock for any successful story to come out of our industry. The teachings are eternal. They were relevant then and relevant now and ai am sure will be relevant forever. Sanjoy Da is taking this legacy ahead and will help the upcoming leaders to remain relevant forever even times to come. “ Shat Shat Naman 🙏🙏 “
My parents were disciples of Shri Shri Dadu (Founder and Acharya of Dev Sangha Ashram). Following their guidance, I came into contact with Shri Shri Dadu when I was 10. He blessed me and granted me diksha (initiation) in 1967. Thereafter, I remained in close association with Shri Saumyendra Nath Brahmachary (who was then a college student and became the next Acharya of Dev Sangha).After retiring from service in 2007, I started coming to him during every puja at the Ashram. From that time on, I also came into close contact with our revered Professor, Chitta Mitra, famously known as Chittada to all in the Ashram.Once, at Kaivalya Dham (where the Founder spent his last few days), Chittada said to Maharaj ji, Shri Shri Saumyendra Nath Brhamachari, “Asim has now retired. You can engage him with many responsibilities.” From that day onward, I have held Chittada in the deepest reverence of my heart.On one occasion, I went to meet him at his CMarc office. I requested his secretary for an appointment with him. When he heard my name, he asked that I be sent in immediately. As soon as I stood before him, he rose from his chair, embraced me, and said, “We may not be related by blood, but he are related by soul. We are Santans(followers) of the same Guru.” I remember these words with humble reverence. Today, when I read your writing, it took me back down memory lane.Wonderful Sanjoy, simply wonderful. By divine blessings, you have become a worthy successor, carrying forward your father’s teachings and initiation with great strength and grace. With love.
Prof. Chitta Mitra was a legend in Pharmaceutical Marketing in India. His Prescription Audit format was innovative and it completely transformed Pharmaceutical Brand Marketing. Sometimes in the nineties, he invited me to visit CMarc in Calcutta. That visit was like attending Advanced Management Programme I attended at the Kellogg Graduate School of Business, Chicago, USA, where marketing Guru Prof. Philip Kotler taught. My exposure to CMarc resulted in me and my team successfully launching over 10 original research molecules of Janssen(J&J) under international brand names in India, becoming category leaders in a short time in spite of lack of patent protection which resulted in generic copy brands flooding the market at much lower prices in a few months time. I will remain ever so grateful for Prof. Mitra’s guidance and mentorship in my career in Indian Pharmaceutical Industry.
Former President & CEO Johnson & Johnson India Pvt. Ltd & Former Director General OPPPI
Reading this article made me very nostalgic, as I relived those days when I used to interact regularly with Professor Mitra. Everyone was afraid of his forthright analysis of their achievements, but with me he was always loving, blessing me with his wisdom at all times. Here was a man who drove the industry to understand the power of data driven marketing, using Rx data to understand the doctor’s mind and what were they really looking for. He has been the inspiration for the work we do at AUREAX HEALTHCARE CONSULTING. Sanjoy has truly built on the legacy of his esteemed father and has taken his vision through the use of newer technologies to a cutting edge of marketing in the Pharma industry.
Professor Chitta Mitra was a visionary who elevated prescription research into a discipline grounded in rigour, responsibility, and purpose.
I was fortunate to interact with professor in early part of my career … i still remember words of my boss Mr Sengupta that Keyur if you want to succeeded in Brand Managent … you not only learn prescription research but you have to effectively use it in your brand plans….
I learned a lot from my dear friend Sanjoy da on Rx research.. I can truly say that in my professional career i owe a lot to Professor Mitra and Sanjoy da.
Actually if I reflect back on journey of Indian Pharma industry … contribution of Professor Chitta Mitra will be immense …
His life remains a benchmark of excellence and an enduring source of inspiration for the world of prescription research.
Reading this article brings back so many memories. Having worked directly with Prof. Chitta Mitra for 51 months at CMARC, I can truly say that my time with him shaped both my personality and my career.
During those years, I had the previlege of being his ‘constant listener.’ Even after he stopped travelling for presentations, his mind never slowed down. I remember how he would find nuances in a daily newspapaer that everyone else missed, instantly seeing the deeper impact on the pharma industry. He was a perfectionist in truest sense- I watched him refine a single letter, 20 or 25 times with his executive secretary, Mr. KK Srinivasan, because he believed every thought deserved to be expressed with absolute precision.
His passion for the industry was deeply emotional. While his health didn’t permit the full realisation of his dream for IPHMR, his visionary predictions about pharma brands and market trends have all since come true.
People often find genius hard to define, but having sat across from him for hundreds of hours, I knew him simply as a man who saw the future before it arrived. His heart was as big as his intellect-he poured his soul into CMARC and his dreams for the industry. He didn’t just create brands he shaped careers and transformed lives including mine. He was truly one of a kind- a visionary, a mentor and an incomparable legend.
I grew up hearing about Prof. Chitta Mitra, my boro Mama ( maternal uncle) from my mother about his sharp intellect, unwavering dedication in every field.
Reading about his life and work from the write up by my dada ( Dr. Sanjoy Mitra ) feels inspiring and humbling.
It is an honour to remember a visionary whose legacy contribute to enlighten minds of the upcoming generation.🙏
My first interaction with Prof. Chitta Mitra was in early 1996, at the very beginning of my career with Dr. Reddy’s. At that time, I was eager to learn and grow—but what struck me immediately was his visionary outlook and remarkable strategic clarity. His deep belief in the power of data and analytical thinking was not just pioneering for the Indian pharmaceutical industry, it was transformative.
Prof. Mitra’s work on Prescription Research (Rx Research) was truly ahead of its time. He understood long before most of us that data — when interpreted with rigor and insight — becomes the foundation for strategic decision-making. His methodology wasn’t academic theory; it was a practical, actionable compass that guided companies in shaping their long-term growth strategies. Today, prescription analytics is a cornerstone of pharma marketing and strategy — and that legacy is in no small measure thanks to his foresight.
I vividly recall how every interaction with him sharpened my own thinking. His mentorship wasn’t just about data — it was about cultivating a strategic mindset that looked beyond short-term wins and focused on sustainable impact. I’m deeply grateful to be one of the many professionals who were fortunate to learn under his guidance.
What I cherished most was how genuinely personal he was. Every time we met, his first question was always about my little son — “How is your little son doing?” — a reminder that behind all his brilliance, he was a compassionate human being who cared about people, not just performance.
Prof. Mitra’s contributions — both professional and personal — have left an enduring imprint on the Indian pharmaceutical landscape and on the individuals he mentored. I feel privileged to have been part of that journey, and I carry forward the lessons he imparted with gratitude and respect.
All that I know professionally, I owe to Professor Chitta Mitra (Sir). He taught me the fundamentals of Marketing and Marketing Research, shaping the foundation of my career. To this day, we stay true to his belief that “Research is re‑search — searching again with renewed curiosity.”
Prof. Chitta Mitra was an institution in himself . It is very challenging to be accurate and also be on time , every time . But he could manage it . Because he was never an arm chair pundit . He worked hard while being insightful and brilliant in his analysis . He was the God sent mentor for brand managers who wanted to learn and grow . To gain his appreciation was like getting the title ‘ Brahmarishi ‘ from Muni Vasisht . But that what we strived for . Yes ! His sharp criticism did send chill down the spine of many young brand managers … but healthy dissatisfaction with what has been achieved is the way to be relevant and grow further in this ever changing competitive world .
Dr. Sanjoy Mitra , my good friend of over 3 decades plus , is carrying on his Baba’s legacy in an admirable fashion and coming to think of it , now for close to 45 years arguably there is no other tool better than what was started by Professor Chitta Mitra when it comes to Rx data and research in the Indian Pharma Industry .
Fond memories ! Great compilation and a well deserved tribute !
Such a wonderful read! Truly inspiring. Such narratives serve as vital testimonials to a person’s lasting impact and provide meaningful insights into the qualities that define an exemplary life.
Indian pharma industry is one of a proud achievements of the country, not only we are self sufficient but a global power too. Few of the industry veterans should take credit for making the industry for what it is today. Professor Chitta Mitra is one such pioneer for bringing rigor and discipline to the marketing arm of the industry when such science didn’t practically exist in the industry.
I had the privilege of interacting with the professor intensely for over six years. Apart from his in depth knowledge of data science, what impressed me was his passion, fertile mind and infectious energy and spirit he possessed. No new idea was dismissed and examined with such intellectual rigor.
I enjoyed every minute of my interaction with him.
Glad that Sanjoy has taken the professor’s mission forward.
All the very best Sanjoy and team
I feel fortunate to have worked with Professor at the start of my career. I learned from him the basics of market research and how to think deeply about data analysis and insights. His constant advice on Rx research was to keep searching and questioning in a disciplined manner until the right insight was found. We continue to follow his research principles and remember him through our work
Truly a legend. My mother was an admirer of his brilliant mind
Had the privilege to work under the influence of Prof Chitta Mitra from whom learnt that every deliverables of not delivered on time loose it’s importance and effectiveness
An elegant solution- multiple businesses benefitting—industry changed forever—– a true disruptor .
A true inspiration, a legend, #somepeopleneverdie
Prof Chitta Mitra and Prof Tarun Gupta, Institute of Brand Excellence
Prof. Chitta Mitra will always fondly be remembered as “The Father of Pharma Brand Management”
The duo of these two personalities shifted the industry from a sales-oriented industry to a brand management-oriented industry.
Prof. Mitra’s brilliance lies in the introduction of the concepts of PC / PD and brand health to understand prescribing behaviour
His teaching and presentation style were unique: he often delivered his presentations with his eyes closed. effortlessly elaborating the figures from acetate sheets (PowerPoint came much later)
I do not have a formal degree from a business school, but the long three-year mentorship under Prof Mitra and Prof Tarun Gupta completely trans formed my understanding of brand management
I miss their guidance, and without them, I feel like an orphan. I deeply feel their absence
Vivek Hattangadi
B – BLACK BELT BRAND BUILDERS
This thoughtful piece reflects a legacy rooted in integrity and evidence. Professor Chitta Mitra’s approach to research and data interpretation greatly influenced my own interest in evidence-based clinical research, and shaped the philosophy with which I have approached my work at Medclin Research. His values continue to resonate across generations and disciplines.
Reading this article on the life of Prof.Chitta Mitra, reminded me the book “The Professional” (Auth-Subrato Bagchi) I read in 2009 and while reading the book at that time I have had conversation with a couple of colleagues at that time connecting the narratives in the book with Prof.Mitra. By 2009, I have already known him for 17 years. He was still attending to his office in 2009 and meeting key leaders through the Rx analysis based work-shops, despite his old age & health issues. I am able to recall the spark in his eyes, hearty smile & engaging conversation, whenever I visited his office in Kolkatta. The spark & his emotion had a long history of seeing me growing as a Marketing professional of Dr.Reddy’s.
In my initial years of interacting with him, I always went through tension about the way he can become critical in analysing my portfolio’s performance and the Sales mindset that will pop out through my questions. It took about 2 years for me to grasp his professionalism and the conviction he was building in the minds of Pharma business promoters, MDs and Product Management Teams about Brand building & Marketing.
The growth in my career at Dr.Reddy’s over 25 years or later my success as a CEO of the Derma business Curatio is totally because of the CONVICTION that he built in me about the function of marketing. His contribution to the Indian Pharma industry is significant. The idea of ‘Prescribing behavior’ insights is the most sought after knowledge today by most pharma companies, investors, Consultancy firms and new entrants to the business. The legacy continues with much more vigor today through his sons ….
Sanjoy, thanks for recreating the life of “The Professional” through this narrative.
I first remember seeing Prof Chitta Mitra and in the Glaxo Worli office where I had joined as a Management Trainee . The entire Glaxo Leadership including the then MD , Mr Thyagarajan were there. And as Prof Chitta Mitra , unveiled the insights behind the numbers , my young mind was struck by how data speaks . In that meeting and some more I have seen Prof as rightly mentioned by Sanjoy , being brutal 😊. There was no scope for anecdotal information . Everything had to be backed by data . And maybe subconsciously some seeds of this were sown in my mind which I practice in my consulting even today . And yes , having had the opportunity to work closely with Sanjoy when I started off on my own , I have seen the same professionalism and fearlessness in him , and can say without a doubt that Sanjoy has done a remarkable task in carrying Prof Chitta Mitra’s formidable legacy forward . Another Proof that not only the Apple does not fall very far from the tree but it also grows into a strong tree itself .
Very well remembered, compiled and reported .
An apt tribute of a professionally worthy son to his extremely innovative and successful father .
I remember one of our meeting with Prof.Chitta Mitra @ Delhi which is still fresh to my mind “You all are useless and not doing justice with your job/ company and started slapping him self in the open forum” . We all were shocked and surprised to see his this behaviour and we all finally realised that we haven’t followed what he suggested in previous meeting. This was his passion and conviction for brand building which is truly missing in today’s business . Let’s hope Sanjoy and his team must follow his Baba’s philosophy and conviction in Rxs which is missing to an extent .
Prof. Chitta Mitra truly had a very illustrious and impactful career. I still remember how authoritatively,and in a forthright and unapologetic manner he would share actionable insights and recommendations which helped immensely to grow our brands strategically and sustainably. His contribution to the industry has been immense.
IMRB has institutional status as pioneer in market research not just in India but also worldwide. It was fascinating to learn about Professor Chitta Mitra, the person behind this.
I am deeply grateful to Tapti Roy—historian, author, and editor of Past Connect—for her thoughtful guidance and editorial sensitivity. Her respect for memory, history, and lived experience helped me shape this deeply personal narrative into a story with wider meaning and context.