Indian Institute of Management (IIM) Udaipur has announced the launch of “Consumer Culture lab'' virtually, and webinar on ‘Return to Laughter: Comedy culture in India’ on November 07, 2020. The lab has been set up by researchers and faculty associated with the institute.
IIM Udaipur ‘Consumer Culture Lab’ aims to encourage consumer culture research and cater to the growing global demand for research on Indian consumers. The core team will also introduce the ‘Consumer Culture Lab’ initiatives at the launch.
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IIM Udaipur: Consumer Culture Lab Virtual Launch Highlights
IIM Udaipur Director, Professor Janat Shah invited academics, alumni, and industry experts to the virtual launch. He also stated that the ‘Consumer Culture Lab’ is a unique initiative in B-school across the country.
He further stated, “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.”
IIM Udaipur’s Consumer Culture Lab main objective includes the following highlights:
- Unite perspectives from anthropology, sociology, and psychology into consumer research in India.
- Develop a more comprehensive and nuanced understanding of Indian consumers by authorizing students, academicians, and industry professionals.
- Bridge the knowledge gap and commence a conversation on consumer culture and qualitative research in India.
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IIM Udaipur Professor Julien Cayla, Advisor of Consumer Culture Lab shared his vision stating, “In order to benefit a broad spectrum of people and organizations in India such as government, companies or students, more anthropologically-oriented labs need to be established.”
Dr. Vijay Parthasarathy, Ph.D. holder from the University of Texas at Austin will be organizing the webinar. He is a cultural strategist and commercial semiotician who has done extensive ethnography on stand-up comedy in India.
In the webinar, Dr. Vijay will be sharing about the history of comedy in Indian culture and how stand-up comedy could shape global modernity
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The core team member behind the establishment of ‘Consumer Culture Lab’ at IIM Udaipur includes: Director of IIM University, Professor Janat Shah; Advisor of the Consumer Culture Lab, Professor Julien Cayla; Professor Rajesh Nanarpuzha, Faculty at IIM Udaipur; Professor Tanvi Gupta, Faculty; and Ms. Rupali Kapoor, Research Officer at the Consumer Culture Lab
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