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

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