Anil is an Assistant Professor of Marketing affiliated with the Lifestyle Research Center. As a culturally oriented consumer researcher, his research explores the socio-cultural and ideological patterning of consumption practices, cultural politics of market (trans)formation processes, and the competitive dynamics of cultural branding. He utilizes qualitative research methodologies including interviews, participant observation, netnography and archical research. He is interested research contexts including digital platforms, romantic-sexual intimacy, fitness and wellness, TV series consumption, and immigrant foodscapes.