A physician turned Mythologist, Pattanaik  is the author (and often illustrator) of several works on aspects of myth, including the primer Myth = Mithya: A Handbook of Hindu Mythology and his most recent book, 7 Secrets from Hindu Calendar Art. He writes a column called "Management Mythos" for Economic Times that juxtaposes myth onto modern leadership challenges. His newest area of inquiry: How is traditional management, as expressed in old Indian cultural narratives, different from modern scientific management techniques. As the Chief Belief Officer at Future Group in Mumbai, he helps managers harness the power of myth to understand their employees, their companies and their customers. He's working to create a Retail Religion, to build deep, lasting ties between customers and brands.

Mythology seems to be gaining popularity in India. Why this interest? “We live in a time when we know that democracy, socialism and capitalism have failed us. We are in search of another mechanism. That takes to look into what our forefathers did that sustained us for so long. That has brought a resurgent interest in mythology”.

How did he learn about mythology? “By many different ways. In addition to reading, I watch rituals, listen to stories, understand traditions. I see patterns emerge and that is fascinating” says Pattanaik.    What is Myth?  â€œIt is subjective truth, the assumptions that shape our life, what we euphemistically call belief. Mythology is stories, symbols and rituals that communicate that myth”.  

He has been responsible for writing many books on Shiva, Vishnu and other Hindu Deities and has made these Deities accessible to the younger generation.  Does the concept of the Deity differ based on the location? “Oh yes. Shiva in the North is a Yogi very detached from the world. He is this “Bhang” drinking simple “Bholanath”. In the South He transforms into this concept of a very sophisticated Nataraja – the dancing Shiva. The concept of Shiva is very different”

As he works on scripts for different Mythological series do viewers get upset if their version varies from the on screen presentation? “Oh yes. People have their own version of the story and they do get upset if it does not match on screen presentations”

Is he a spiritual seeker? What is his concept of God? “God to me is just the state of being happy. When I am happy I feel God here. I do not seek anything further. I just like to live in the present”

What is this concept of a belief officer? How did he get into this role? “All modern business is based on beliefs. Every principal is based on a belief.  As I said earlier I am very fascinated by patterns. I saw a lot of common patterns between Indian mythology and modern business. Once you see the commonalities, one can see that the ideas from the myths can also be used to understand and solve modern business issues”

What is his personal philosophy in life? “I just like to live. There is no grand philosophy. “