Consumer Pulse - Smoke on the water

An opinion on which category is the biggest competition to cigarettes.

Crisis and Opportunity: Role of Brands in Social Resilience

Brands often talk about brand purpose, championing causes and demonstrating corporate social responsibility. It is in times of crisis when such purpose talk can be strengthened through real and meaningful action.

Quantum Consumer Solutions officially launches in Shanghai

Clients, collaborators and well-wishers gathered on 29th November to celebrate the grand opening of our Shanghai studio inside a beautiful green house on Fan Yu Road. After one and a half years of being operational it was exciting to finally host our official launch party for the China market.

Consumer Pulse - What do luxury brands stand for today?

Historically, luxury brands anchored their identities in exclusivity, high fashion, status and prestige. However, in a landscape where consumer’s needs and realities are shifting, these values are shifting too, adopting a more human-first approach to connect and build trust.

Consumer Pulse - The Search for Meaning

“I want to find my purpose.”
“I need to find myself.”
“I want to do work that fulfills me.”

Consumer Pulse - Chefs Table

Ever found yourself in a fine dining Thai restaurant and wondering what could have possibly led you here? Why are you about to fork out a questionably large sum of money for a cuisine you could satisfactorily enjoy at a more modest establishment just around the corner?

Consumer Pulse - Beyond the Periphery

Travelling to new places is gradually becoming part of the lifestyle of Bangladeshi people, especially for those in the metropolis.

Consumer Pulse - Original fakes & how to approach Shanzhai culture today

A decade ago, articles chronicled the audacious use of Obama in Haff-Comm’s advertisement for their ‘BlockBerry 旋风 9500’ product, which ran on a Windows interface with 3G capabilities.

Consumer Pulse - Weddings, an exercise in branding?

Everything needs to perfect.
It must be memorable.

Consumer Pulse - A new social structure in the making in Sri Lanka

When the structure of the socio, demographic, cultural, political and economic fabric is in motion, one can anticipate significant change. Are we, as business leaders, sensing the winds of change? What does it hold for us?

Consumer Pulse - Systems Thinking: A new lens on complexity

Men and women who have spent careers trying to understand and shape human collective behaviour have always encountered immense complexity. From scholars to policymakers, social activists to business strategists, innovators to marketers - all have grappled at some point with the challenge of ‘cracking’ human behaviour at a societal, or even global scale.

Quantum & Google: Driving offline sales starts online

Quantum is proud to have undertaken a Path to Purchase project for Google across six markets in SEA — Indonesia, Singapore, Vietnam, Thailand, Philippines, and Malaysia — covering both rural and urban areas with over 125 in home immersions.

Quantum Originals: A syndicated study on Tamil Nadu

Quantum India is excited to share with you our new syndicated study to understand and unravel the mystery that is Tamil Nadu and how brands can leverage this understanding.

Consumer Pulse - The phenomena of close captioning

It’s a weekday night, you settle onto the couch, turn on the TV and select what you want to watch. Chances are, if you’re young enough, you’ve also enabled close captioning (CC) or subtitles.

Quantum Sri Lanka is speaking at "Understanding Consumer Psyche & Behaviour Workshop"

We are excited to announce that Quantum's very own Roshani Fernando and Neomal Marambe will be speaking at the "Understanding Consumer Psyche & Behaviour Workshop" on August 21 at The Kingsbury Hotel, Colombo.

Consumer Pulse - Quantum @ Rise Hong Kong Conference: High Tech & High Touch

RISE is touted as the largest tech conference in Asia – a gathering of “people and companies that are redefining tech”. Tech leaders, business leaders, start-up entrepreneurs, top investors and enthusiastic change makers have come together for 3 days to share stories and ideas around designing better solutions to tackle complex global challenges.

Consumer Pulse - Redefining the urban “jungle” & reconnecting with nature through micro & community gardening

As the existential threat of global warming looms over our planet affecting every corner of our globe, one finds it hard to ignore the mounting grimness affecting our sunny island. Like the rest of the world, we Sri Lankans are beginning to experience the adverse effects of global warming.

Consumer Pulse - Fitness is fast becoming a brag-worthy social currency in Sri Lanka

While going through your Instagram feed, have you observed how ‘fit-fluencers’ are trying to woo you with their online coaching discounts, healthy eating habits, newly launched activewear brand or with their in-home training tips?

Consumer Pulse - Sri Lankan street vendors respond to the rise of the experience economy

The last great economic shift from an industrial to a service economy gave birth to the concept of ‘customer service’. This was the wrapping around the traditional commoditised offerings for a long time as a way to sell better and make a difference in the lives of the consumer.

Consumer Pulse - Key take-outs from the iab SEA+India MMA Conference in Jakarta.

The past year saw the rise of a myriad of emerging technologies and new digital marketing channels – from AR/VR, live video streaming to artificial intelligence in Indonesia. But among all the digital channels, mobile penetration is hitting a high, therefore having just a mobile-friendly approach in digital marketing is no longer enough – brands must be mobile-first!

Consumer Pulse - Gender roles in Indonesia

Gender roles are deeply ingrained in Indonesia with a clear understanding of what the man must do and the woman must do. It is a sharp demarcation of roles with no ambiguity whatsoever. The man is the provider in the family and the woman the nurturer. These roles are guided by religion and tradition and one is socially conditioned to perform these activities without challenging or questioning them.

Consumer Pulse - DesignUp Asia 2019 - A Quantum Perspective

Designing for Humans

Designers and practitioners from all walks of life came together to share their learnings, perspectives and case studies on design-in-technology. The fundamental theme across all of these discussions was very clear: It is most critical to design for human beings – people with different qualities, personalities, skills and capabilities. Designing for their complexities.

Thoughts on a documentary - it’s all about The Choices

Being exposed to film and media studies for the past five years, my work attempts to capture human experiences that can start conversations about a plethora of subjects, The Choices being one of them.
While I was interning with a production house in Mumbai last year, I noticed that there was a general pattern in which the men and women employees looked at their personal life in general, and parenting decisions in particular.

Consumer Pulse - The growing need for reconciliation brands for a nation striving to rise above a crisis that was aimed at creating division

21st April 2019 turned out to be a tragic surprise for Sri Lankans. The Easter Sunday attacks placed the country in the limelight, causing deaths to hundreds. The entire nation is keen on not giving rise to another tragedy that is reminiscent of the civil war that took place for 30 years in the country. Hence, harbouring unity & togetherness is considered to be the only antidote to prevent another disaster.

Consumer Pulse - Fashionable Identities

How might we design for individual identities among millennials seeking to differentiate themselves through product choices and experiences?
Beyond the basic needs such as food, shelter, clothes and security, there are also higher needs for novel experiences, to differentiate oneself with unique identity markers, and to enhance quality of life through the consumption choices one makes.

Crafting strategies to alleviate urban loneliness

During Singapore Design Week we held co-design workshops on designing for urban loneliness. Sixteen or so strangers filled the better part of a workshop space spread across the first floor of the Design Centre on Middle Road in Singapore. Their motivations to join our ‘Urban Loneliness Workshop’ were varied but the task assigned was common – kick off exploration for strategies that alleviate urban loneliness in metros, cities and towns.

Ek ‘Prem’ Katha

The Mumbai office recently hosted a guest session by the Chief Strategy Officer of Ogilvy & Mather- Prem Narayan.

Quantum & Analogy host Designing for Urban Loneliness workshops for Singapore Design Week 2019

Quantum & Analogy partnered up to create and run two workshops during Singapore Design Week called Designing for Urban Loneliness.

Quantum & Analogy host Designing for Trust in the Post Digital Age workshops at Singapore Design Week 2019

In partnership with Analogy we hosted a workshop series on Designing for Trust in the Post-Digital Age from the 14th to the 17th March. The objective was to devise new ways in which human & machine interaction can be made more trusting and transparent.

How to ride the wave of consumer sentiment in the country?


The most powerful example of consumer sentiment and its impact on the economy is Sachin Tendulkar’s cricketing career. It is a widely documented fact that Tendulkar's career coincides almost exactly with the Indian economic revolution that began in 1991 with Manmohan Singh's liberalisation reforms. The newly rich Indian middle classes of the 90’s saw Tendulkar as the embodiment of their aspirations, and data and statistics show that the rise in our economy nearly coincides with the ups and downs in his career graph.

Quantum is at Singapore Design Week: March 4th to 17th March

Quantum is excited to share that for the first time we will be participating at Singapore Design Week (SDW) 2019. It is a great honour to be selected to connect with Singapore’s diverse and talented community through design. We are conducting two workshops along with our partner Analogy.

Thinking positively about negativity

Brands have traditionally been built upon strong positive communications that are intended to drive engagement by evoking uplifting emotions such as joy, happiness and optimism.

Exerting soft power through Indian-ness and Chinese-ness

Countries that hold global leadership positions have a keen knack for balancing aspects of power that speak to the head and the heart. Which means, not only do they place emphasis on economic ideology, but also ‘softer’ aspects such as culture.

Myanmar, where Buddhism and the material intertwine

What do you think about when you think of Buddhism?
Peace, meditation, nirvana, and perhaps a certain detachment from the material?

Is Chinese masculinity in crisis or an opportunity for brands?

Acrush is the latest hot boy band to appeal to the insatiable taste for “little fresh meat” – young good-looking male celebrities, in the mainland Chinese popular culture scene. While the appeal of good-looking men as desirable partners should come as no surprise, the preference for a boyish androgynous appearance as “good looks” has raised eyebrows and stirred some debates about the state of Chinese masculinity. It might come as a greater surprise to the uninitiated that Acrush is made up of five young women whose crossdressing is so convincing it has challenged gender norms for both men and women.

Brief Answers to the Big Questions (2018) by Stephen Hawking

The book addresses some of our universe’s most fundamental questions from a uniquely humanist perspective.

Education & design thinking

Business of Education
Education is a business of creating human capacity. So, schools today are manufacturing more and more human capacity. The question is – what is the capacity for? The simplest answer one gets is to go out and make a living but education leading to employment is an incomplete answer. Has the whole and soul of education been reduced to only putting food on the table? Is there nothing else? My hypothesis is that the whole role of education is to build human capacity to solve problems. According to a report by the World Economic Forum on skills of the future, complex problem solving will be the number one skill that would be needed.

Five minutes with Nish Bhutani on platform strategies, network effects & WeChat.

We spent time with Nish Bhutani, CEO and Founder of Indiginus, Mumbai to discuss the future of digital, the evolving world of digital platforms and how businesses can unlock the power of platforms for growth.

What does digital mean for our business?

We asked some of our Quantum team their thoughts on digital today and what it means for our business.

Consumer Pulse - La Dolce Vita Indonesian Style

Who has not dreamt of La Dolce Vita, a fresh summer night and sitting astride a Vespa in Roma? The little wasp (Vespa in Italian) has rapidly become the icon of freedom since the Second World War. But not only in Europe. In Indonesia, the Vespa has also had large success and today this is the biggest community of Vespa in the world after Italy, with more than 60 000 of them.

Consumer Pulse - The plastic crisis in Indonesia

Plastic pollution in Indonesia is at serious epidemic levels. Of the approximately 2.4 million tons of plastic waste that makes its way into the oceans each year, Indonesia is said to contribute 200,000 tons of this from its rivers and streams. The plastic pollution from Indonesia is so high, it is second only to China who is the world’s largest contributor.

The rise of green beauty

Today a growing number of consumers across the world are rejecting chemical-filled skincare products and cosmetics for pricey, plant-based and seemingly fewer toxic alternatives. It is a thriving sector — one that some experts think could change the beauty industry for good.
If figures are anything to go by, global reports show 8 to 10 percent per year-on-year growth in the organic beauty segment, with the global market estimated to be worth just under US$22 billion by 2024.

What heroines can teach us about the future of empowerment

Even in adulthood, superheroes remain an endless source of fascination perhaps because it so aptly captures the daily drudgeries of the working life. Some of us relish the fist-delivered justice served to megalomaniacal bosses like Lex Luthor, others bask in the fantasies of being a gazillionaire genius like Tony Stark.
Still, the typical male superhero narrative paints a rather lonesome reality, one in which conflict and alienation are endlessly recycled, and which reproduces the male worker’s exclusion from his family by fetishizing the modern work-life schism and overtime work culture.

Consumer Pulse - Colombo’s deadly garbage disaster sparks a move into sustainable practices

On the morning of 14th April 2017, when people were preparing for new year celebrations, a large section of the Meethotamulla garbage dump in Colombo collapsed on surrounding houses, killing many people. Since 2013, there had been many unsuccessful public protests against dumping garbage in this area. The garbage dump had grown up to twenty acres and was about twenty metres in height when it collapsed.

Artificial Intelligence and the future of consumption

The year is 1816. Mary Shelley and Percy Bysshe Shelley are spending the summer with Percy’s best friend, the poet Lord Byron. Lord Byron proposes that they all amuse themselves by each coming up with a ghost story. What Mary dreams up became one of the world’s most visionary works of literature, filled with several abiding questions on the limits and liabilities of science, and the moral dimensions of technological progress.

Consumer Pulse - Hyper-localised fast food

When I travel to different countries, I am always struck by the sheer variety and uniqueness of street food. It is one of the most exciting ways to experience a new place, by sampling the street food you can get a feel for the culture.
As cities grow more similar, and urban culture more global, fast food is something that stands out for its highly localised innovation. Fast food brands are able to stay with their core, authentic propositions as well as add amazingly different product and menu profiles for their own specific market.

Consumer Pulse - Shifts in the Indonesian retail industry

General trade Warungs, the ubiquitous street-side stores in the neighbourhood, and modern trade supermarkets & hypermarkets come to mind when thinking of retail in Indonesia – both at opposite ends of the spectrum. One designed for convenience and proximity and the other for excitement, entertainment and experience.

Consumer Pulse - For Sale: The Culture of Nostalgia in Singapore

Head into any tourist visitor centre in Singapore and you’ll be confronted with a medley of iconic visuals such as local designs of signature dishes, Singlish phrases and well known housing blocks, playgrounds and shophouses. They’re popular with tourists and Singaporeans alike, fulfilling the quota of kitsch, nostalgia and heritage that consumers desire.

Take a closer look and you’ll realise that many of these heritage icons are fast disappearing (or have disappeared already). The famed animal-themed playgrounds, such as the Dragon, Dove, Pelican and Tortoise, which once characterised housing estates built in the 1970s and 1980s, have been replaced by safer and more generic plastic playgrounds. The last Dove playground in Dakota Crescent has been one of the only ones to narrowly miss it’s demolition date last year. You might think a playground is just a playground, so why the fuss?

The purpose of purpose: Why does it matter to the consumer?

It is now beyond doubt that purpose is critical for branding and how brands perceived as meaningful are benefitting from significantly higher share of wallet globally. The Millennials are also being referred to as “pro-social” or even the “purpose driven generation”.

We all know that purpose works for the business, feeds the topline, keeps the bottom line healthy and also creates better engagement with consumers. This is backed by statistics, academic work and expert views but why does purpose work for the consumer and why do they seek purpose?

Building meaningful brands: Real questions to ask

Every culture sustains itself by creating a meaning system that gives its everyday and existential reality a reason to be and a reason to perpetuate itself. This meaning system is socially constructed based on the cultural knowledge and value systems within a given culture. Together, these exist as a legitimising entity that helps preserve the integrity of everyday reality for an individual or society.

The same truth applies for brands and their survival. Brands need to create a meaning system that is culturally contextualised so that it works to ensure their perpetuity and competitiveness. It needs a belief and value system that legitimises its existence.

How is the social construction of this meaning system to be understood from the brand’s perspective? What values does the brand need to embody to be relevant and purposeful for the consumer? And why do some brands have more meaning and relevance than others?

To answer this, we need to understand how cultures construct and help people navigate and make sense of their everyday reality. It is within this reality and meaning system that a brand must exist.

Consumer Pulse - Urban Wars

Sao Paulo is an urban beast. Like any great metropolis, it has an imagined ‘ideal’ face; sanitised, skyscraper-ridden, and sufficiently Americanised – and a dark underbelly; overcrowded, crime-ridden, torn by racial violence, and in the throes of political and economic crisis. And like anywhere else, these ideas of the city are constantly at war.

Consumer Pulse - Rise of the Hipster Beard: Threatened Masculinity or Evolving Masculinity?

A glance through my social media timelines and I am bombarded with peers sporting or trying to sport a beard, awash with pictures of grim looking Indian men that let their beards do the talking instead of their expressions. Facebook too, has decided that it’s time I grow a facial mane and buy into this new range of ‘beard care’ brands, hitherto an unheard of phenomenon in India; until recently. 

Is it time to kill the consumer?

Remember the film WALL-E?
I seem to remember it better and better every day now.
The film painted a dystopian picture of a future Earth, inundated with garbage; and a small colony of obese humans confined to their loungers as they were plied continuously with food, drink and entertainment.

But the film was really about a robot. A robot we all fell in love with. An AI with emotions who falls in love with another robot. The film was really their love story.

Doesn’t sound so implausible anymore. Does it?

Consumer Pulse - Islam in Indonesia, a consumer point of view

Understanding Islam Law (Sharia) is quintessential for any business in Indonesia. Acquiring Halal labels normally used for regulatory purposes, mainly for consumed goods, has recently become a trend for unconventional products who pursue these labels for marketing purposes. Wardah established themselves as one of leading brands of beauty cosmetics in Indonesia via this strategy. Now, we see more brands trying to exploit this sentiment; detergents, refrigerators, and hand-sanitisers are a few of the latest products jumping on the bandwagon.

Consumer Pulse - Indian web series creating new adulting goals

Young Adult depictions in popular Bollywood films have one recurring feature – weaving their story and characters around celebrating the “glory days of youth”. Almost all popular youth films like Dil Chahta Hain, Rang De Basanti and Wake up Sid largely revolve around the reckless, unabashed fun and lack of direction that youngsters in India seem to live their life by.
Young adults are depicted as typically care free, impulsive and hell bent on only living in the present, with no care or concern for the future.

There is a strong idea of them having to mend their ways, have a clear goal to be taken seriously or truly grow up (much like Hrithik Roshan in Lakshya).

Designing for a new Indian identity

I was at an upmarket mall in Mumbai on a recent weekend and there were groups of college boys, young couples and even families that were there not on a shopping expedition but there for the sheer excitement of hanging out. It was as if they believed that proximity to prosperity in itself would be a guarantor of good times. After the initial euphoria of being there had died out though, a different body language surfaced – the awkwardness of not belonging.

Is there value in Surveillance? Ask the Chinese

Global commentary would suggest that surveillance (whether offline or online) casts a shadow on personal freedoms and any conversation that involves such spy games quite quickly descends into a 1984-esque discussion about dystopian futures.




However, is Government scrutiny always bad? Is there no context in which the government can act as big brother and still make its citizens feel they are better off? Would no one view the “Nosedive” episode on Black Mirror and think “that’s not so bad!”

China seems to be crafting a cunning plan that will honour those with a good ‘social credit’ and punish those with ‘bad credit’. With this system, the government aims to become more systematic and scientific towards creating a comprehensive appraisal system that would manage people as well as enterprises. Chinese behemoths Tencent and Alibaba have also jumped on the bandwagon to create their own credit scores built on complex algorithms that mine social network data to assign measurable ranking and numbers. It remains unclear whether the government will go as far as assigning numbers to each citizen, but they might not be too far away.

Deep Design to the Rescue:
 Solving Wicked Problems of the Future

Let me begin by stating a controversial opinion: our contemporary lives are defined by 200 years of dehumanisation.

From the time of the industrial revolution, the nature of work and labour has changed dramatically. The relationship between man and machine has always been tenuous, with machines being used to help man work faster, better, and more productively, yet causing existential angst for mankind. The rise of the machine and its intelligence, once driven by man, now threatens to replace and succeed men.

Managing Business as Unusual is the Normal

Learning to do business in an unreasonable world.

Nothing in the consumer world today is moving along predictable linear lines. Gone are the days when marketers led the consumers along a “new and improved, better than before” step-wise journey.

Over the last decade, forces like the Internet, mobile, liberalisation, digitisation, modern format retail, accelerated urbanisation, media revolution, amongst many others, have completely transformed the way consumers connect with business and vice versa.

Consumer Pulse - Exclusive Inclusion

The Third gender, though a creation of Nature, has not just been treated differently but with disdain. Indeed, the very word by which it is referred, "hijra" has been derived from the Arabic word ’hjr ’meaning "leaving one's tribe“. Indian society has shunned this section of the population through most of history until now. The Indian Constitution guarantees this section of society the basic rights but they suffer discrimination with regard to social and cultural activities and deprivation in access to basic amenities and facilities like education, health services, employment, etc.

Consumer Pulse - John Oliver and the Rise of Mainstream Hacktivism

Apart from re-inventing the evening talk show format, using social media ‘like a boss’ and dumbing down hard news into binge watchable content, John Oliver has pushed the envelope by initiating social action on the online space like a true hacktivist.

Consumer Pulse - Yours Anonymously

Anonymity as a context, revolves around being un-identifiable or inaccessible. The word is very often used to describe namelessness as well. However, in the digital world, the former descriptions are more pertinent.

Consumer Pulse - Proxy ‘WhatsApp’ stores are redefining Indian retail

While online shopping has made significant strides in the organized retail market in India, in-store shopping is also turning over a new leaf by appropriating social media apps such as WhatsApp.

Consumer Pulse - Culture of Food In India

In recent past the food discourse in India has shifted from social and religious rituals to a lifestyle and nutrition centred discourse, leading to the emergence of the modern food template.

Traditionally, it was believed that ‘we become what we eat’.

Consumer Pulse - Pimped up Tuks: An expression of individuality and attitude in Sri Lanka

Tuk-tuks are an everyday part of the lives of almost all urban Sri Lankans. Tuk-tuk owners often purchase their vehicles through leases and loans obtained through financial institutions and operate the vehicle as a taxi – based out of an established taxi rank. A tuk-tuk owner therefore, can be defined as the quintessential Sri Lankan small business owner.

Consumer Pulse - The Rise of the Gojek

The GoJek app and its drivers

Jakarta’s hellish traffic is notorious internationally, and it is only increasing. Weaving through traffic in an ojek (motorcycle taxi) is one of most well-known workaround for any who have stayed in Jakarta for any extended amount of time.

Consumer Pulse - The Korean wave finds spiritual home in South India

The Korean wave – the spread of Korean popular culture comprising of music, movies and drama started in India in the late 90s. However, it has been largely confined to Manipur and other north-eastern states

Consumer Pulse - Indonesian Food trends: From Street Food to Instagram & Pop up food festivals

Snacking and eating has always been part of Indonesian society. However, a new trend has emerged in street food, to online & pop up food festivals. If the food experience before was enjoying the cuisine in a specific place, enjoying the ambience, some shift has now occured with the emergence of online shopping for food and thereby building a high trial experience.

Consumer Pulse - Spectre of Anxiety

Anxiety is defined as a feeling of worry, nervousness, or unease about something with an uncertain outcome. General anxiety levels seem have drastically shot up over the last two centuries, synchronous with radical transformations in our social reality. Briefly examining two seminal historical events of the 18th century is key here in understanding the possible link between anxiety, especially identity anxiety, and rapid social change.

Consumer Pulse - A Natural Refrigerator

The people of Jaana, Raison, Naggar, Bhagsu and many more towns in Himachal Pradesh use their next-door water-fall as a refrigerator during the summers.

Consumer Pulse - Not Yesterday’s Jilbab

The Indonesian Muslim women of today are at a crossroads between their culture, religion, and self-actualisations. This is manifesting in many different ways, and a prominent aspect of it is in the phenomena of trendy hijabs.

Consumer Pulse - Global Dominance of the Haka

“HAKA” is a traditional “Maori dance” which originated as a traditional war cry or display of power. Pre-European era warriors performed the "HAKA“ prior to battle to show their strength and power to intimidate their rival tribes.

Consumer Pulse - No Birthdays for Girls: A Sign of ‘Progress’?

On fieldwork in rural Lucknow, we were pleasantly surprised to hear families talking about the importance of educating the female child. However, although parents weren't overtly discriminatory based on gender, it was clear that the son was considered to be the more important. The son was called bhaiya (older brother) even in homes where the boy was the youngest of all the children.

Consumer Pulse - Coffee Selfie Craze

The newest F&B consumer trend in Singapore is coffee selfies, where consumers can take selfies that get printed onto their coffee foam.

Consumer Pulse - Youth in small town India give wings to their unfettered desires on social media

As I made my way through a maze of narrow alleyways, I felt that not much has changed in Varanasi. It still is the veritable holy city, where the day begins with the sound of temple bells and ends with the aarti on the banks of Ganges. Through the day people line up at the temple to pray. The street animals, cats and dogs, continue to litter the streets, yet are revered. However, I was in for a surprise, when I met the young women in Varanasi. Despite growing up in a traditional set up, these young women are a far cry from the stereotypical definition of traditional Indian woman dressed in salwar kameez, with kohl lined eyes and hair tied in a plait.

Consumer Pulse - Korean Beauty

In South Korea about 70% of young women between 17-25 go under knife to enhance beauty. Typical treatments could be skin cleansing, jaw line correction, enlargement of eyes etc. I did a portrait with a young law student Hyein Song who refused to follow her peers and change her identity. Hyein says that she is comfortable with the way she looks; small eyes are a part of her identity and when she travelled to the US people appreciated her looks. She feels that because of excessive surgeries people have begun to resemble each other and its mechanical perfection they are chasing.

Consumer Pulse - Rise of Futsal and Astro-turf Football

Mumbai has been facing a scarcity of public spaces. Children and adults alike with a penchant for sports are now turning to Astro-Turf football (Indoor Football) arenas to satiate their sporting and adrenaline rushes.

Consumer Pulse - A Christmassy Slice of the Global

Spotted outside a large local store catering to children – a long queue of excited mothers with their children. At the end of the queue is a man dressed as Santa Claus sitting on his elaborate chair.

Consumer Pulse - An interesting new money saving network

Bishi (pronounced as bee–she or bee–cee) is a social circle wherein each member contributes a pre-decided amount of money to the pool every month.

Consumer Pulse - The Pink Symbol

During the late 1800’s, the famed pink city Jaipur was painted this colour on the orders of Maharaja Ram Singh to welcome Queen Victoria to Jaipur as a mark of hospitality.

Consumer Pulse - Ramadan in Indonesia

Ramadan is meant to be a time of piety, a time of renewing one’s faith and reconnecting with the Muslim brotherhood. In Indonesia, the festival has evolved into a space of indulgence; adhering to the day’s fast is rewarded with sumptuous feasts. The atmosphere in Jakarta transforms during the month of Ramadan; large evening food markets spring up, offering a variety of mouth-watering delicacies. The food bazaars offer a variety of Ramadan-specific dishes such as kolak, an Indonesian dessert made with palm sugar. Breaking fast is a social affair; the month of Ramadan is filled with social engagements as people break fast with family, friends and neighbours. The street food markets and malls are a popular point of congregation for youngsters to break fast with their friends

Consumer Pulse - A Little Bit of Bollywood in my Life

Bollywood is omnipotent, omnipresent and omniscient. This thought gets reinforced when we see the CEO of a renowned brand talking about the mega impact of Bollywood on his business or the mother of a teenage girl who constantly compares the looks of her daughter with Deepika Padukone. However, what is interesting is that suddenly the power distance between the regular person and celebrities has reduced. There is a movement away from mass adulation and hero worship to seeing Bollywood stars in normal, real life.

Consumer Pulse - Ain’t no river wide enough to keep me from getting to school

A young mother in Ex-Aurangabad has an 8 year old son. She wants her son to get the best possible education he could receive within the constraints that she has. She believes that her son must go to an English medium school. At this young age, the mother sends her son to a school which is 2 hours away from her village, even though there is an English medium school in the village they reside in. According to her, she needs to keep her son away from the ‘village environment’ and that the language and the culture in the nearby school is very ‘village like’. Her aim is to ensure that her child has access to better sensibilities and ‘polish’ than what is currently accessible to them. By limiting interactions with her own villages children and pushing him to be like the city ones, she feels she is creating better access and more promising avenues for him. She says, “I don’t like their accent and their language. This village environment is not good.”

Consumer Pulse - ‘Candid’ Pre-wedding Photo Shoots

Whether it’s arranged or love, pre-wedding photo shoots are very popular today. Couples plan elaborately themed ‘candid’ photo sessions with professional wedding photographers

Consumer Pulse - Selfies in History

Youth in the Kingdom of Saudi Arabia are caught between proving their globalised identities, whilst at the same time not losing their Islamic roots. They feel they have to do this without appearing too traditional or fundamentalist.

Consumer Pulse - No Solitude in Shopping

Online shopping is now part of everyday life, especially for young consumers in India.

It mimics offline shopping behaviour which is marked by a need for company and affirmation of product choice before purchase. Often, solo in-store shoppers are constantly on their mobile phones – either calling or texting – to discuss their purchase options.

Consumer Pulse - The Machine as Trainee Semiotician

Over the past few years, self-expression online has shifted from textual updates to visual ones. One of the most popular visual genres online is called the selfie. We see them everywhere - from the Oscars to small towns in India.

Consumer Pulse - Parsis and their Endless Love Affair with their Cars

Recently, while helping a friend search for a second-hand car I was suggested by the dealer that “if you want a genuine good quality second- hand car, you can blindly trust a Parsi-owned car...” I was intrigued by this piece of information and we did some research on our own.

Consumer Pulse - Kottu: From Revolution to Reimagination

It used to be a cheap takeout meal but now it has invaded the menus of top restaurants and 5 star hotels. To aficionados, the perfect Kottu is simply a work of art, with the beat of the metal paddles against the griddle - a musical performance in itself – creating the soundtrack to dinner.

Consumer Pulse - Fair skin in India and the UK: Two Sides of the Same Coin

It is no secret that fair skin is aspirational in India (and many other parts of Asia) and tanned skin is aspirational in the UK (and many other parts of the West). Indian scriptures, epics and folk tales depict fair-skinned women as good and dark-skinned women as evil. Fair-skinned superiority was embedded in the psyche early on.

Japan’s Masculinity in Motion: From Samurai to Herbivore

The Japanese salaryman has moved over for its new incarnation, the herbivore man.

Decoding the Asian Millennial

A term that has been touted as seminal, but also overused, overhyped, over-essentialised – yet one that reframes our understanding of an entire generation. The world might be obsessed or sick of it, but quite unable to ignore it.

Leveraging the Power of Anthropomorphism

Falling in love with things is an idiosyncratic behaviour that begins very early in our lives and began very early in human history. This ubiquitous phenomenon can in part be attributed to anthropomorphism (or personification), a psychological process that allows us to make sense of the world around us.

The Future lies in Story Telling, not Story Selling

Don’t chase me every minute and everywhere. I hate being followed around.

Navigating an Unexplored Market: Myanmar

Navigating an Unexplored Market: Myanmar

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