I am an early career marketing and consumer researcher with a PhD in Business Administration. My research spans three interrelated streams. Firstly, I investigate consumer acculturation, gender and inclusion–exclusion among ethnically marginalised consumers in retail marketplaces. In my doctoral dissertation, I studied how migrant consumers coming from less gender-equal (South Asian) societies adapt and navigate contesting gender ideologies in their new, more gender-egalitarian host culture (Swedish marketplace). In connection with this research interest, I have recently been awarded (in collaboration with Sofia Ulver) a three-year program grant of SEK 1,800,000 from Jan Wallanders och Tom Hedelius stiftelse samt Tore Browaldhs stiftelse (Handelsbanken Foundations) for the research project 'Exploring Retail Marketplaces as Spaces for Social Inclusion and Exclusion.' Secondly, I am also passionate about understanding consumer well-being, digitalisation (including AI and platformisation), and imaginaries of emerging futures. Finally, I am interested in understanding sportswashing, consumer resistance, and market politics. As the project leader, I have also received another three-year grant of SEK 1,500,000 from Jan Wallanders och Tom Hedelius stiftelse samt Tore Browaldhs stiftelse (Handelsbanken Foundations) for 'Exploring Acceptance and Resistance of Sportswashing in the Western Marketplace,' in collaboration Andrea Lucarelli (Stockholm University) and Sofia Ulver (Lund University). Currently, I am a postdoctoral fellow at Lund University School of Economics and Management and affiliated as a researcher at Stockholm Business School, Stockholm University.

I have teaching experiences in master and bachelor level courses at Lund and Jönköping Universities with 1855 clock hours. I was involved in teaching at several master level courses in the International Marketing and Brand Management programme at Lund University School of Economics and Management: Digital Marketing, Understanding Consumption, Consumer Culture Theory and Consumer Insights, Qualitative Research Methods, Retailing Multichannel and Internationalization, Research Strategy, Corporate Brand Management and Reputation, Strategic Brand Management.

I was also engaged in bachelor level courses at Lund University (International Business-to-Business Marketing, Kandidatkurs i marknadsföring) and at Jönköping University (Contemporary Issues in International Marketing).

In addition, I have supervised and examined 22 master thesis in International Marketing and Brand Management at Lund University School of Economics and Managment and 10 bachelor thesis in Business Administration at both Lund University and Jönköping International Business School.