Mumbai, the city of dreams, is indeed an enigma. The endless sea of tourists, the busy local trains and the perpetual race against time. It is a city that never sleeps, but is up and running at the crack of dawn, bracing itself against the unknown deluge of a new day. It embodies resilience; watching … Read more
————————————————————————————————————- The below piece is an account of Project Digital Heartlands, where we explore the creation and consumption of content in tier 2 and 3 towns in India. Through the study, we sought to understand the self expression of small town creators, their creative practices, their individual journeys and their overall digital tastes and practices. … Read more
Curated and written by Amit Bapna, Advisor (Content and Industry Engagement) for the Consumer Culture Lab. In the first of this series, the Consumer Culture Lab deep dives into the phenomenon called Brand Gandhi and unravels the layers of the DNA of this formidable and unusual Indian brand. We will be looking at many more … Read more
With the increasing penetration of internet and smartphones in rural India the last few years, we notice a substantial increase in people’s engagement with them. As the internet makes inroads into the previously untouched parts of the country, we also witness a surge not only in consumption, but also in content creation. A consequence of … Read more
The word intimacy was first used in the English dictionary in 1632. Since then the word has gone through its own tumultuous journey. Over centuries, its meaning has evolved and branched out acquiring newer dimensions. “Intimacy has traditionally been fixed in the realm of the private and the personal and viewed as physical contact within … Read more
Many authors have tried to define culture. Varnum and Grossmann synthesize these definitions and state that culture is “a shared set of ideas, norms, and behaviors common to a group of people inhabiting a geographic location”1. This suggests that culture can have multiple levels as there can be different groups with different beliefs. Nonetheless, in … Read more
Beauty is an important concept in Indian consumerism, making India one of the biggest markets for beauty products in the world. Within the Indian beauty market, one of the highest selling products are skin fairness creams. The notion of beauty is heavily influenced by culture. Fair skin is synonymous to the Indian notion of beauty. … Read more