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

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