51³Ô¹Ïapp

I am an inter-disciplinary marketing and consumer research academic engaged in research that investigates how individuals negotiate and consume both their sense of physical being and their self-identity within the spaces they occupy. Specifically, my research activity has centred upon minoritized consumers and vulnerable groups (disability and marketplace access, gender-based violence, religious minorities), focusing on the challenges, threats, and opportunities individuals face in their daily lives. My research work sits at the intersection of Identity and voice, positive social impact, and the broad wellbeing agenda. Through adopting the sensibilities of a transformative consumer research approach, I am passionate about engaging in research that can: benefit society; allows for an engagement with other disciplines; and adopts non-extractive and collaborative approaches with stakeholder groups through creative methodologies (digital storytelling, poetry, applied theatre, co-creative strategies and participatory research). 

Currently, I am engaged in a number of externally-funded research projects  funded by The British Academy, The Arts and Humanities Research Council, and Innovate UK.  Working with colleagues across a range of disciplines (Health and Life Sciences, Education, Film Studies, Theatre) these projects focus on trans-disciplinary research in South Asia and focus on skills provision for young rural women in India; gender-based violence among migrant women in India and intervention strategies through the use of applied-theatre; and the Indian film industry, heritage and migration. Central to these projects is the use of insightful, methodological approaches from the digital humanities (digital storytelling and photovoice). 

In terms of my approach to teaching, I believe in creating a learning environment that challenges and questions the status quo through harnessing a culture of critical enquiry. Encouraging students to consider a multiplicity of perspectives in marketing and consumer behaviour has been at the heart of my approach to teaching both undergraduate and postgraduate students. Subject areas I have taught are Consumer Behaviour, Marketing Communications, Creative Communications, Global Branding, International Marketing and Consumer Culture Theory. 

• Consumer Behaviour
• Transformative Consumer Research
• Marginalised and vulnerable groups
• Creative methods and non-extractive methodologies 
• Consumer Culture Theory
• Indian Consumers
• Ethnicity and Consumption

• Consumer Culture and Behaviour
• Transformative consumer research and social impact
• International Marketing

PhD (University of Leicester)

MSc Marketing 

BA (Hons) Management Studies

BMAP5002 - Consumer Futures

MARK3030 – Global Consumer Cultures: Critical Perspectives

MARK5057 - Consumer Culture and Behaviour (PG)

• June 2023 - Winner - Research Oscars, Faculty of Business and Law for Journal Article (Poetic Pedagogy) 
• Feb 2022 - Nominated for the Vice Chancellor's Distinguished Teaching Award (VCDTA)
• June 2021 - Winner - Excellence in Peagogic Innovation (Faculty of Business and Law)
• Aug 2018 - Nominated for the Vice Chancellor's Distinguished Teaching Award (VCDTA)
• Mar 2016 - Student Teaching and Representation Awards, University of Northampton

Shortlisted: Outstanding Lecturer of the Year

Shortlisted: NILE (Blackboard) Best Practice

Nominated: Innovation in Teaching

• Jun 2009 - Festival of Postgraduate Research, University of Leicester

Winner -  Best Research within the Faculty of Law, Arts & Social Sciences 

Winner – Graduate School Highly Commended Prize for Research

Winner – Student’s Union Researcher Recommendation Prize

• Academy of Marketing (AoM)
• Associate Member – Association for Learning Technology (ALT)
• American Marketing Association (AMA)
• British Association for South Asian Studies (BASAS)
• Association for Consumer Research (ACR)
• Transformative Consumer Research (TCR)

 Indian Film Exhibition - LCB Depot, Leicester (2022)

/about-dmu/news/2022/april/new-exhibition-at-lcb-depot-explores-indian-film-heritage.aspx

Lifelong Wellbeing Roundtable - Interdisciplinary Research (2022)

Lindridge, A., Bhogal-Nair, A., Kamble, S (2024) Asian ACR Conference -  Rejecting postcolonial narratives of Indian caste dejection via market and consumption offerings: The case of Ambedkarites and their consumption

Lindridge, A., Bhogal-Nair, A., Kamble, S (2022) Consumer Culture Theory Conference Post-colonial Narratives of Historical Socio-Cultural Marginalization Within a Neo-Liberal Market amongst Middle Class Dalits in India

Bhogal-Nair, A. Academy of Marketing (2021) Critical Marketing Pedagogies track – Poetic pedagogy: Dialogical Spaces in the Pursuit of Decolonisation. Competitive paper.

Lindridge, A., Bhogal-Nair, A., Moufahim, M. (2020) We are all Other: A capability theorization of transformed marketplace access. Competitive Paper. Macromarketing Conference

Track co-chair for the Transformative Consumer Research Conference (2019). Florida State University. Track: Who owns my embodiment? How embodiment ownership affects well-being, resource accumulation and marginalisation.

Bhogal-Nair, A and Lindridge, A. (2018) Myths and the Market: A Skin-Deep Discursive Analysis of the Fairness Phenomena in India. Competitive Paper. Consumer Culture Theory Conference. Denmark, Odense.

Bhogal-Nair, A and Lindridge, A. (2017) Ephemeral Consumerism: Crossing Territories of the Indian Female Body. Competitive Paper. The Association for Consumer Research Conference (ACR).

Research Group Member for the Transformative Consumer Research Conference (2017), Cornell University. Track: Understanding the Role of the Culture Industries in Creating an Emancipatory Positive Critique. Group led by Professor. Jeff Murray.

Bhogal-Nair, A and Lindridge, A. (2016) Sikh Identity: Stigma, Styled Identities and Social Distancing. The Association of Consumer Research Conference, Berlin.

Bhogal-Nair, A and Lindridge, A. (2016) Don’t Freak, I’m Sikh:

Sikh Turbans, Embodiment and Identity. 11^th Royal Bank International Research Conference, Wuxi China. Sponsored by the Journal of Business Research 

Bhogal-Nair, A (2014) Constructing Identity through Cultural and Ancient Interpretations of the Female Body, Advances in Consumer Research (ACR)

Bhogal, A (2013) ‘Dharma, Control and the Indian Female Consumer: Insights fron Contemporary Indian Society’, Indian Institute of Management, Ahmedabad (IIMA), Marketing in Emerging Economies Conference

Bhogal, A and Lindridge, A (2012) The Stri in Modernity, The South Asianist, Vol. 1 (2) also presented at The South Asian Anthropologists Group Workshop (SAAG), University of Edinburgh

Bhogal, A (2011) ‘Goddesses of Consumerism’,  A Song From Under The Floorboards: Consumption and Marketing Research Emerging from the Cracks, Emerging Consumer Cultures Research Group [ECCG] (Bournemouth University and Royal Holloway, University of London).

Bhogal, A and Sheikh, A (2010) “Female Identities in Flux: The Case of New Delhi and Tehran” The International Conference on Multiculturalism and Global Community, Institute for Humanities and Cultural Studies, Tehran, Iran. 

Bhogal, A (2009) "Why can't we?” The voices of young female consumers in contemporary India. The Festival of Postgraduate Research, 2009, Leicester

Bhogal, A (2008) “Between Modernity and Tradition? An interpretivist study of stigma, class and habitus amongst a sample of young female Indian consumers” Customer Research Academy Workshop Series, Volume 6. ISBN: 978-0-9558853-0-3

Bhogal-Nair, A., Lindridge, A.M., Tadajewski, M., Moufahim, M., Alcoforado, D., Cheded, M., Figueiredo, B. and Liu, C., 2023. Disability and well-being: towards a Capability Approach for marketplace access. Journal of Marketing Management

https://doi.org/10.1080/0267257X.2023.2271020 

Preece, Chloe, Benedetta Cappellini, Gretchen Larsen, Anoop Bhogal-Nair, Alan Bradshaw, Andreas Chatzidakis, Christina Goulding et al. "Publish or perish: ensuring our journals don’t fail us." Journal of Marketing Management 

https://doi.org/10.1080/0267257X.2023.2244504 

Bhogal-Nair, A. (2022), 'Poetic Pedagogy: Emancipatory Spaces of Slam Poetry for Marketing Education', Journal of Marketing Management 

Bhogal-Nair, A and Lindridge, A. (2022) 'Market vs Cultural Myth: A Skin-Deep Analysis of the Fairness Phenomena in India’ in Consumer Culture Theory in Asia: History and Contemporary Issues (Ed. Yuko Minowa & Russell Belk)

DOI: 10.4324/9781003111559-17 

Murray, Jeff B; Brokalaki, Zafeirenia; Bhogal-Nair, Anoop; Cermin, Ashley...(2018), 'Towards a Processual Theory of Transformation', Journal of Business Research. 

Bhogal-Nair, A and Lindridge, A. (2017) ,"Ephemeral Consumerism: Crossing Territories of the Indian Female Body", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research.

Bhogal-Nair, A and Lindridge, A. (2016) "Don't Freak, I'm Sikh: Stigma, Styled Identities, and Social Distancing of the Turbaned Sikh Male", in NA -  Advances in Consumer Research Volume 44, eds. Page Moreau, Stefano Puntoni, and , Duluth, MN : Association for Consumer Research.

Bhogal-Nair, A. (2013) "Constructing Identity Through Cultural and Ancient Interpretations of the Female Body", in NA - NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research

Bhogal, A. (2012) "The Stri in Modernity: Negotiating Female Consumer Body Projects in Contemporary India", The South Asianist.

Ankara Clarke (1st supervisor) - M4C Collaborative PhD with Creative UK

 Amelia Roberts (1st supervisor)

Akshata Parekh (2nd Supervisor)

1. Project Title: Addressing discrimination through employability, resilience building, and skills development 

Funder: The British Academy (GCRF) Youth Futures Programme

Details of the project:

Despite India's economic growth, young women continue to experience employment discrimination based upon their gender, caste, geographic location and religious beliefs, and this has severe economic consequences. This project seeks to address these issues by designing, delivering and monitoring an employment and life-skills course accredited by the Chartered Management Institute and supported by a social marketing campaign. The course will be co-developed by young female students attending Bharati College, University of Delhi (an all-female college with a socio-economic and culturally diverse student population) and stakeholders representing employers, higher education institutions, NGOs and national government. It is envisaged that the course can be upscaled at a later stage, thereby achieving greater efficacy and effectiveness.

URL: 

Project Website: 

2. Project Title: Creative Archives: Producing, Preserving and Showcasing Transnational India Film Heritage 

Funder: AHRC/Innovate UK

Details of the project: 

Hindi films and the experiences of watching them are an inextricable aspect of the South Asian diaspora in the UK. Literature on the cinema-going experience of South Asian diasporic communities in the UK highlights the crucial role that film screenings, specialised cinemas and other sites of cultural aggregation had in community building.

Within this broad context, the earlier Multilingual Euro-Bollywood project placed the UK and the English language as liminal creative spaces for Indian cinema to be distributed organically across Europe and reach broader audiences.
From the project, it emerged that the UK is still (certainly linguistically) a "stop over" for the cultural transfer and distribution of Indian cinema to other European countries. In this light, this project centres around the recently acquired Cinema Museum London's Indian cinemas collection currently held at 51³Ô¹Ïapp. The unique publicity material in this collection dates from the 1948, year immediately post-independence, and is a tangible and untold testimony of the global success and economic growth of Indian creative industries in the UK.

The strategic loan of the collection by the Cinema Museum London to 51³Ô¹Ïapp is due to the presence of a large South Asian demographic in the Midlands, and the possibility of developing a regional hub for the preservation and public engagement with Indian film heritage in the UK.
Thus, "Creative Archives", will use the 51³Ô¹Ïapp Indian cinema collection and digital storytelling to involve the community to engage, beyond the mere experience of film viewing, with other multilingual mediatic experiences that constitute Indian film culture.

By engaging with the publicity material held in the collection, "Creative Archives" will showcase Indian film heritage through a variety of on-line and off-line activities to re-memorialize identities, values and commemorate the 75th anniversary of Indian independence. Preserving this heritage is important to enable the engagement of the present generation with their past.

The diasporic Indian nation is evoked not just through the production aspects of films' artistic materials (how they foreground a narrative moment of the national Hindi cinema), but also in the affective values triggered by the consumption of the film ephemera during the planned community engagement activities; these artefacts are central for embodying social moments where the notion of 'India', and 'national culture' are preserved, transferred or articulated in the UK.

website: https://gtr.ukri.org/projects?ref=AH%2FX000176%2F1 

3. Project Title: Gender Based Violence and Resilience in India: Co-Producing Interdisciplinary Network through storytelling and applied theatre (GenViR Network India) 

Funder: AHRC (Arts and Humanities Research Council)

 Details of the project:

This highly collaborative, cross-disciplinary network details a novel applied theatre methodology which will both explore and mobilise resources to mitigate gender-based violence (GBV) against young and older adult migrant women in slum dwelling communities in India. GBV disproportionately affects women and girls who often suffer more serious mental and physical health and social consequences compared to men and boys. In all settings GBV against women and girls is recognised as a high-risk factor for poor health outcomes including mental health, adverse reproductive outcomes, poor sexual health, disability, chronic pain, traumatic brain injury and even death. There is a notable scarcity of research and insight into how women mitigate and develop resilience in the face of these adversities, and how they construct resilience for positive living. This represents an untold story which the network intends to explore. The concept of resilience is gaining traction as a research tool, and this is happening in tandem with a recognition that the complexity of human communities, conflicting intersectionality, and the challenges faced, are growing more acute. Our network intends to meaningfully address these challenges in their full complexity. Our proposal combines an intergenerational approach to exploring perspectives of women and men on addressing and reducing GBV for promoting mental health and resilience with an inclusive participatory model, novel applied theatre methodology and digital media approaches.

Through the application of applied theatre and storytelling as an umbrella concept, we envisage that these arts-based practice will create theatre with community groups with the aim of inviting change and investigating community-led solutions to the lived experiences of injustice, inequity, and violence. We will undertake this through: (1) Exploring how SDMW can be safely and ethically engaged in identifying critical areas for change in reducing GVB in their communities. (2) Eliciting stories from interested SDMW about their lived experiences of GBV and possible solutions. (3) Co-developing a series of workshops to mobilise lived experience experts and cross-sector stakeholders as agents of change for sustainable and culturally relevant research and impact agenda. (4) Building capacity in existing relationships and establishing new partnerships to strengthen and diversify the network's research base and funding applications.

Our network will extend existing partnerships and develop new collaborations between UK and Indian academics and researchers, members of marginalised slum dwelling communities, theatre practitioners and NGOs. We will explore the forms that violence against women may take, ways they can resist it, and where help can be sought. Our theatrical, storytelling and digital media engagement will offer opportunities over and above conventional research methods to elicit new stories and experiences and catalyse fresh thinking about possible solutions in a way which can engage both women and men from marginalised communities in addressing GBV.

Our network will impact on: (1) promoting peace, justice, dignity, wellbeing and resilience for this vulnerable community by facilitating effective and context-relevant solutions to GBV; (2) direct engagement in addressing GBV through co-creation of knowledge on resilience, and GBV prevention of strategies; (3) building capacity, facilitating preventative and resilience building measures to address GBV in slum dwelling internal migrant communities to promote gender equality, social justice and economic development; (4) inform national and international debates on culturally appropriate GBV prevention strategies for promoting peace, justice and resilience of marginalised slum dwelling communities in India/ South Asia.

https://gtr.ukri.org/projects?ref=AH%2FW009773%2F1

Website: 

YouTube: 

Associate Editor – Qualitative Market Research: An International Journal

Fellow of the Royal Society of Arts (FRSA)

Editorial Advisory Board Member - Journal of Social Impact in Business Research

Editorial Board Member - International Journal of Management, Economics and Social Science

External Examiner – Bournemouth University, Faculty of Media and Communication (2016 - 2021)

External Examiner - University of Stirling, Stirling Management School (Marketing Division). (2021 - 2024)

Reviewer - Conferences

• Association for Consumer Research – Competitive papers
• Consumer Culture Theory 
• Association for Consumer Research 
• The Academy of Marketing - Critical Marketing Stream

Reviewer - Journals

• Marketing Theory
• Qualitative Market Research: An International Journal (QMR)
• Journal  of Marketing Management
• The Journal of Consumer Behaviour
• The Journal of South Asian Development
• The Journal of Historical Research in Marketing