IIM-Ranchi plans to study MS Dhoni's brain !

Hailed as India’s most successful captain, M S Dhoni might soon add another feather to his cap. If he agrees, the Indian Institute of Management Ranchi (IIM-R ) would like to examine his brain. No, there is nothing wrong in there! On the contrary, the premier B-school wants to map his brain as part of their plans to venture into a new course “Neuro Management”. Dhoni is the ‘Chosen One’ for obvious reasons: his long and consistent streak of success as India’s captain has made him as popular (if not more) as Sachin Tendulkar.

Neuro Management is all about using brain science to manage people and organizations in a better way.

Ranchi is well-known for its expertise in mental health and IIM Ranchi plans to take this to the next level. It plans to tie up with the city's Central Institute of Psychiatry (CIP) to start this new course on Neuro Management. The Dhoni study is intended to be a stepping-stone to a well-planned and detailed Neuro Management course. 

Dhoni has been sent an invitation and the institute is yet to hear from him. "The study of biological reactions and people's animal instincts mixed with management theories will not only create better managers, but also better human beings," said IIM Ranchi director MJ Xavier. 

According to Xavier Neuro Marketing will be the next big thing. "Brain reactions as well as its functioning, can now be mapped. We know what chemicals react in the brain in what ways, and how they trigger human reactions. When we have the resources here in Ranchi, why not start a course in neuro-marketing, which is already in vogue in the UK and at a research stage in China," he says. IIM-R believes neuromarketing can be employed for design of products and services, packaging and branding.


Xavier thought of this course when he saw the vast technical resources available with the CIP. "I was already interested in Neuro Marketing and was doing some research in this sector, but after joining IIM Ranchi , I asked CIP if we could work together. They got excited and we are now on the job," says Xavier. CIP will facilitate the technical aspects like study of the electrical patterns of the brain, says director S Haque Nizami. 

"We will start conducting courses spread over three to 10 days and have regular two-year courses from 2014," says Xavier .