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.

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

Webinar with Russ 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.