Dr Anoop Bhogal-Nair

Job: Senior Lecturer in Marketing & Consumption

School/department: Leicester Castle Business School

Address: Hugh Aston Building, De Montfort University

T: +44 (0)116 207 8697

E: anoop.bhogal-nair@dmu.ac.uk

W: http://dmu.ac.uk/bal


Personal profile

My PhD titled ‘Goddesses of Consumerism: An Interpretivist Study of Young Female Consumers in Contemporary India’, aimed to understand and describe the meanings, values and markers of distinction between rural and urban consumers. The research established how traditional belief systems and practives influenced young consumers' identity projects in contemporary Indian society, and how young women negotiated the contours of a miltiplicity of identities.

My current research areas continue my interests in understanding how consumers negotiate and consume both their sense of physical being and their self-identity within the spaces they occupy. In particular my research focuses on the body and consumption, marginalised groups, ethnicity and identity.

I am co-investigator for a project funded by The British Academy Youth Futures (GCRF) scheme, that aims to tackle discrimination against young rural women in India. Young women continue to experience employment discrimination based upon a range of intersectionalities, and the project aims to address these issues through co-creating an employment and life skills training course with young rural women, supported by a social marketing campaign.

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. 

Research interests/expertise

  • Consumer Behaviour
  • Transformative Consumer Research
  • Consumer Culture Theory
  • Indian Consumers
  • Critical Marketing
  • Ethnicity and Consumption
  • Indian Diaspora

Areas of teaching

  • Consumer Behaviour
  • Global Consumer Cultures
  • Global Branding
  • International Marketing


PhD (University of Leicester)

MSc Marketing 

BA (Hons) Management Studies

Courses taught

MARK1700 – The Digital and Social Media Context of Business

MARK3030 – Global Consumer Cultures: Critical Perspectives

Honours and awards

  • 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


Membership of professional associations and societies

  • American Marketing Association (AMA)
  • British Association for South Asian Studies (BASAS)
  • Association for Consumer Research (ACR)
  • Transformative Consumer Research (TCR)
  • American Academy of Religion - Member of the special interest group - Religion in South Asia (RISA)  

Conference attendance

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. 11th 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

Recent research outputs

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.


Externally funded research grants information

The British Academy, GCRF, Youth Futures Programme: Co-investigator



Professional esteem indicators

Review and Research Abstracts Editor – Qualitative Market Research: An International Journal

Special Issue Editor: Bhogal-Nair, A and Tadajewski, M (2019) Fetishism, Commodity Fetish, Consumption and Desire, Qualitative Market Research: An International Journal

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

Session Chair – 11th Royal Bank International Research Conference

External Examiner – Bournemouth University, Faculty of Media and Communication

Review Activities

Reviewer - Conferences

  • Association for Consumer Research – Competitive papers
  • Consumer Culture Theory (2016)
  • Association for Consumer Research (2016)
  • The Academy of Marketing (2015) - Critical Marketing Stream

Reviewer - Journals

  • 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