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
The ancestral village of Kamala Harris, US Vice President-elect, erupted in celebrations hailing her victory in the US presidential election. The residents of the village have been showcasing a lot of love and support as they even performed a special puja earlier to show their support for her campaign. Feature Picture Credit: The Guardian (https://www.theguardian.com/us-news/2020/nov/08/kamala-harris-south-india-joy-daughter-of-our-village)
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
Recently, Instagram launched its own short video feature called Reels in India. It lets users create videos on the app, add creative filters, music. Reels can be shared with friends or anyone on Instagram. India is the fourth country where this new Instagram video format is being tested. The views in this article are of the … Read more
Prof. Julien Cayla, Prof. Rajesh Nanarpuzha, and Prof. Tanvi Gupta spoke at a webinar conducted by IIM Udaipur’s U Forum on August 2nd, 2020. While discussing the relevance of thick data, Prof. Julien Cayla also talked about the genesis of his idea for the Consumer Culture Lab. Watch the recording of the webinar below.
Why is Thick Data Important for Consumer Research in India? Consumption is a part of life and thus cannot be explored in a detached and isolated manner. People are living slices of their lives while interacting with products offered to them by marketers. As consumer researchers, we need to understand how products can be meaningfully … 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