Download the Digital Heartlands Report Here. | Watch the Recording of Our Webinar Here.

Digital Heartlands Report 2023

IIM Udaipur’s Consumer Culture Lab has partnered with Stripe Partners to explore the cultural dynamics behind the boom in India’s small-town creator economy.

Download The Report

We aim to decode multiple lived realities of Indian consumers

We are a diverse team of academic researchers applying perspectives from anthropology, sociology and psychology.

Read about our team

A message from the director,
Prof. Ashok Banerjee

The Consumer Culture Lab bridges an important knowledge gap in the understanding of consumer culture in India. The Lab uses structured qualitative research techniques to capture evolution, tastes and preferences of Indian consumers in metros and non-metro areas. A unique initiative in B-schools across the country, this Lab provides thought leadership on consumer culture and qualitative research in India.

A message from our advisor,
Prof. Julien Cayla

The reason I am excited about the idea of a consumer culture lab in India is that I have always believed that more anthropologically-oriented approaches could benefit a wide range of people and organizations in India including government, companies and students.

Updates from Consumer Culture Lab

Launch of Digital Heartlands Report

A webinar to launch "Rangbhoomi: The Digital Heartlands of India" report in collaboration with Stripe Partners on Feb 15th, 2023, at 5:30 PM IST. Watch here.

Webinar with Russell Belk

We hosted a webinar with Prof. Russell Belk on the topic, “Sharing, Materialism, and Design for Sustainability” on December 21st, 2020. Watch it here.

Looking Beyond Big Data - Why Companies Also Need Thick Data

Some of our Lab members spoke at a Webinar conducted by IIM Udaipur’s U Forum. While discussing the relevance of thick data, Prof. Julien Cayla also talked about the genesis of his idea for this lab. Watch the recording of the webinar here.