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
Consumer Histories Project
Prof. Tanvi Gupta and Rupali Kapoor recently kick-started the analysis stage of our Consumer Histories project with 11 MBA students at Indian Institute of Management Udaipur! We are working together to decode childhood memories associated with indulgent foods in India.
Lockdown Diaries
Our doctoral student, Vidushi Trivedi, under the guidance of Prof. Tanvi Gupta and Rupali Kapoor is currently exploring people’s experiences in their homes during the pandemic. For this project, we are specifically focusing upon the experiences of men. Please let us know if you would like to share your views with us!
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.
Webinar: 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.
Webinar with Simon Roberts
We are super excited to host a webinar with Dr. Simon Roberts on "The Power of Anthropology in the Business World" on 24th February, 6:00 pm IST. Register here for the webinar.
We provide a platform for researchers to learn methods of qualitative inquiry.
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