By amit bapna

To get a deeper understanding of what consumers want, even as cultures and societies continue to evolve, Indian Institute of Management Udaipur has launched a ‘Consumer Culture Lab’, which it says is the first Indian B-School to unveil such an initiative.

According to Prof. Janat Shah, Director, IIM Udaipur, “this lab would seek to bridge the knowledge gap and initiate a conversation on consumer culture and qualitative research in India.”

The lab would work towards plugging the growing gap in understanding Indian consumers by bringing together perspectives from anthropology, sociology, and psychology into consumer research in India.

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Source: The Drum