About the program

Welcome to the Consumer Culture Lab’s first executive program on cultural branding, where we use a cultural lens to understand, define and design branding elements, with the purpose of uncovering nuances that can help build strong brands. The program is situated at the intersection between culture and branding, to effectively build marketing strategies and identify opportunities present in the nuanced yet complex cultural context of India. 

Using a multidisciplinary approach, the program endeavours to equip industry practitioners with a deeper understanding of not only managing India’s multiculturalism but also developing great brands by utilising cultural undercurrents. Thus, the program would help in understanding a powerful way to build strong brands for the Indian Market. Moreover, it will also offer different approaches to conduct cultural analyses, to understand, uncover, and utilize cultural insights. The program offers a fine balance of academic rigor and business relevance, through multiple pedagogical approaches to create a space for collaborative learning and networking.


The program emphasizes the importance of a cultural approach to branding in specific (and marketing in general), and its relevance in contemporary times, beyond the traditional and mainstream approaches to branding. The program objectives are to:

  • Introduce the approach of cultural branding, and how it situates with respect to mainstream branding approaches.
  • Enable participants with analyses and decision-making skills for crafting cultural brands.
  • Acquaint participants with relevant research methods for generating deeper cultural insights.
  • Provide a holistic understanding about the ‘cultural perspective’ of seeing the Indian market (which can be especially relevant for international stakeholders looking to explore the market).

Program duration: 

This open program is designed as a 3-day residential program to be conducted on the IIM Udaipur campus. Participants are required to travel to Udaipur to attend the program in person. Since it is a residential program, participants will be accommodated in a suitable hotel on a single occupancy basis.

Program content: 

The program would cover the following broad topics:

  • Situating cultural branding with other mainstream branding approaches
  • Understanding cultural lenses to decode the Indian Market
  • What is cultural branding (and what it is not)
  • Crafting cultural brands
  • Tools for cultural branding
  • Developing a road-map for practising cultural branding


  • A blend of experiential learning, case studies and participatory exercises.
  • Sessions by International faculty/practitioners to share real-time applications of course concepts in the industry.
  • Individual and Group assignments for hands-on practice of course concepts.

Target audience:

Industry practitioners at a middle management or senior management level, preferably in the roles of brand and product management or market research. This program would also be useful for advertising or public relations professionals who are keen to understand the significance of a cultural perspective in the domain of marketing and branding. 

Broadly, practitioners who manage and shape brands, particularly in the B2C contexts, would benefit by understanding how culture can be a powerful force towards crafting strong brands.


Interested & eligible candidates may apply online using the link in the “Apply now” column and make the payment.

Acceptance of applications:

All the applications received till the last date will be evaluated by a faculty panel and the candidates who are found eligible will be intimated via email by ExEd office. 

If a candidate is not selected, the amount paid by such candidate will be refunded in due course by the Institute.

Program dates:

Start Date: Thursday, November 07, 2024

End Date: Saturday, November 09, 2024

Early Bird Discount (EBD) till: 

Thursday, September 26, 2024

Last date for application: 

Thursday, October 24, 2024

Last date for withdrawal:

Thursday, October 24, 2024

Program fee:

Rs 1,06,200 (Rs 90,000 + 18% GST) to be paid along with the application form.

Early bird discount (EBD): 

Applications received on or before September 26, 2024, will attract an early bird discount of 5% on the fee before tax per participant.

The amount payable with EBD will be Rs. 1,00,890 (Rs 85,500+18% GST)

Corporate/group discounts:

Any company sponsoring three or more candidates will be given a corporate discount based on the number of participants sponsored for that program. 

For further details, please get in touch with the ExEd office.


Ankur Kapoor

Program Director

Ankur Kapoor is an Associate Professor of Marketing at Indian Institute of Management, Udaipur, India (IIMU). He has completed his PhD in Marketing from IIM-Ahmedabad. He has also been a visiting doctoral fellow at Kellogg School of Management, at Northwestern University. He was awarded the “Industrial Finance Corporation of India (IFCI) Award for Best Thesis Proposal, 2016-2017” at IIM-Ahmedabad. Ankur’s research interests are at the intersection of branding and consumption with other socio-cultural domains of education, space, body, and gender. His research has been published in outlets such as Journal of Consumer Psychology, Journal of Business Research, Consumption Markets & Culture, Advances in Consumer Research, and proceedings of Consumer Culture Theory conferences. 

He has taught courses in the MBA (including a course on Cultural Branding), PhD, and Executive Education programs at IIM Udaipur and IIM Ahmedabad. Before PhD, Ankur has worked for four years with Eli Lilly and Co. (India) Pvt. Ltd, in the roles of Sales, Market Research and Brand Management. He also holds an MBA from Indian Institute of Foreign Trade.

Rajesh R Nanarpuzha

Program Faculty

Rajesh Nanarpuzha is an Associate Professor of Marketing and Dean (Programs) at the Indian Institute of Management Udaipur. He has completed his MBA from IIM Indore and his PhD from IIM Ahmedabad. His dissertation won the ‘Prof. Tirath Gupta Memorial award’ for the best thesis at IIM Ahmedabad. His academic research focuses on different aspects of branding and consumer behavior.
Prof. Nanarpuzha is the co-founder and current co-chair of the Consumer Culture Lab (https://cclab.iimu.ac.in) at IIM Udaipur. His research has been published in journals such as the Journal of Business Research, the Journal of Personal Selling and Sales Management, Advances in Consumer Research, and as proceedings of multiple international conferences. His teaching interests at IIM Udaipur span cultural branding and analysis, marketing management and qualitative research methods in Marketing. Prior to his academic career, Prof. Nanarpuzha has more than a decade of industry experience in the sales and marketing domains. He has worked as a brand manager with Dabur India and as a business consultant in the retail and consumer goods domains at Cognizant and TATA Consultancy Services. As part of this, he has worked with global customers across India, Europe and North America. He has been chosen as the ‘Business Consultant of the Year’ at Cognizant.

Tanvi Gupta

Program Faculty

Dr. Tanvi Gupta is an Associate Professor of Marketing at IIM Udaipur and is currently the chairperson of the doctoral program at IIM Udaipur. She completed her PhD in Marketing from IIM Bangalore in 2020 and has been working as faculty at IIM Udaipur for 4 years. Dr. Gupta’s research lies at the intersection of culture, branding and language and her research has been published in top-tier consumer behaviour journals such as Journal of Consumer Research, Journal of Consumer Psychology and Journal of Business Ethics. She is currently serving as an editorial review board member at Journal of Retailing and co-chairs the Consumer Culture Lab at IIM Udaipur. Dr. Gupta is a recipient of the 2018 ACR Sheth Foundation Dissertation Award, and a two-time recipient of the Vasantha Balachandran Research Grant at NASMEI.
At the Consumer Culture Lab, Dr. Gupta co-authored an industry-facing ethnographic report on digital content creators from small-town India called Rangbhoomi —which has received wide readership and media coverage. Prior to her PhD, Dr. Gupta worked as a marketing researcher at Kantar and continues to engage in research-consulting with the industry. Some client-brands she has worked with include Unilever, Tata Tea, ITC Foods, Swiggy, PepsiCo, Johnson & Johnson, Himalaya and Nissan.

Julien Cayla

Program Faculty

Julien Cayla is an Associate Professor of Marketing at Nanyang Business School (Singapore). Professor Cayla received his PhD from the University of Colorado (Boulder, United States) where he majored in marketing and minored in cultural anthropology. His work has been published in outlets such as the Journal of Consumer Research, the Journal of Marketing, Organization Studies and Sloan Management Review. His research on consumer experiences has been featured in a range of media outlets such The Atlantic, the BBC, the Straits Times and Channel News Asia. He is currently serving as Associate Editor of the Journal of Consumer Research.

Simon Roberts

Program Faculty

Simon Roberts is an anthropologist and founder of Stripe Partners, a strategy and innovation consultancy based in the UK, where he works on engagements with clients including Intel, Spotify, Google, Facebook, Repsol and Verizon. Prior to Stripe Partners, Simon was at ReD Associates in Copenhagen, before which he ran a R&D team for Intel Corporation’s Digital Health group in Dublin. Earlier in his career he completed a doctorate in anthropology on the satellite TV revolution in mid 1990s India. He was also ‘ethnographer in residence’ at iSociety at The Work Foundation, where he conducted influential research on everyday life and technology. During his career in industry Simon has played a leading role in the EPIC community of anthropologists working in the tech, design and innovation industries. He currently serves as Board President. His book, The Power of Not Thinking: How Our Bodies Learn and Why We Should Trust Them was published in December 2020 by Bonnier books. In India it is published by Harper Collins.

Connect with our ExEd Team today!

Share your details to learn more about the program