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. Janat Shah

The Consumer Culture Lab is a reflection of IIM Udaipur’s efforts to develop an ecosystem where creative research and diversity of thought can thrive. A unique initiative in B-schools across the country, this Lab bridges the knowledge gap and initiates a conversation 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

We provide a platform for researchers to learn methods of qualitative inquiry.

Learn with us

Latest Analyses

Re-imagining Gandhi

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Rural India: Finding a voice through social media

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Latest on Methods

Blurring Boundaries: Perspectives from Digital Anthropology

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Looking Within: Introspective Essays as a Qualitative Research Technique

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“Hair isn’t just a personal choice.. It tells a bigger story.”

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Exploring‌ ‌Digital‌ ‌Dimensions‌ ‌Beyond‌ ‌the‌ ‌Urban‌ ‌Metropolitan‌

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