Avi Chaudhuri, PhD

Avi Chaudhuri, PhD
Dr. Avi Chaudhuri spearheads Systech’s brand protection technological development and expansion into the Middle East, India and the Asia Pacific region. In his role, Dr. Chaudhuri is responsible for harnessing and evolving Systech’s tech potential to enable our customers to fight the ongoing threat of counterfeiting. Prior to joining Systech, Dr. Chaudhuri designed and deployed serialization, traceability and brand protection programs for some of the largest companies in the world. Additionally, he introduced the concept of mass serialization to the Indian pharmaceutical industry, allowing patients to authenticate their drug purchases via a national SMS program. He has also authored several manuscripts and white papers on technology solutions to combat counterfeiting which have had significant impact on shaping public policy and protecting consumers. Dr. Chaudhuri holds a Ph.D. in neuroscience from the University of California, Berkeley. In addition to his work at Systech, he is the founder and trustee of the Purnima Foundation in India.
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Recent Posts

2020-01-07 | Connected Packaging Fights Counterfeiting and Engages Consumers

Virtually all brands—from the utmost recognized to the newly eager—face threats of product counterfeiting and gray market trading. In emerging countries, this menace is bold and audacious with outright fakes appearing in the open marketplace. In developed countries, the problem is equally insidious due to online sales of counterfeit products through e-commerce platforms.

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2019-12-09 | The Digital Tax Stamp — 10 Things You Need to Know

It was long held that revenue stamps (also known as tax stamps) with a sophisticated appearance containing overt features such as holograms provided a strong security solution. It is now clear, however, that counterfeiters are fully capable of duplicating even the most artful designs and therefore no stamp based on overt visual features alone is immune to successful duplication. A transformation is under way…

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2019-09-17 | The Role of Human Sensory Perception in Anti-Counterfeiting Technologies

What do you see in this blog image — an old woman looking downward or a young girl looking away in the distance? As you continue to look at the figure, a stunning transformation will take place. You will eventually see both images, and your mind will begin flipping between one and the other as long as you look at the picture. This is a well-known example of an ambiguous stimulus that first appeared in a German postcard in 1888.

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2018-06-22 | False reassurance—the real danger behind India's new pharma serialization proposal

India is on the cusp of introducing a new serialization program for domestic pharmaceutical products. Indian officials have designated this new initiative as a track and trace program though it appears from media reports that the proposed mandate will instead be aimed at creating a consumer-based authentication program. The idea is to print a unique serial number on drug packages so that consumers may authenticate the product via an SMS- or call-enabled mechanism to verify the code.

There...

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2017-03-17 | The Global Serialization Marathon

By Avi Chaudhuri, PhD, Senior Global Partner

We are currently in the middle of a regulatory marathon—one created to meet the country-by-country guidelines for drug packaging throughout Europe, USA, and several other countries. At Systech, we care about this because the technology platform of choice to accomplish regulatory compliance has been our primary focus for more than twenty years. Systech has been the global leader in serialization-based product traceability ever since the US FDA...

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