Saptaparni Chaki

Thesis title: Evaluating empowered personhood among young Indian women: A case study of skin lightening creams marketed in India

Start year: 2017

Supervisor(s): Professor Janine Dermody, Dr Nicoletta Occhiocupo

Research topic

The aim of my study is to critically explore culturally embedded skin lightening practices in the empowered personhood identity construction of young Indian women consumers upon which the Indian government can build/improve their policy-making on personhood empowerment among its young women consumer class.  This will also facilitate marketers' ethical responsibilities in this construction. A qualitative approach to data collection is used for this study and is divided into three elements- Documentary Research, Expert Interviews and Phenomenological Interviews.

Academic school / department

Oxford Brookes Business School