Dr. Kaamya Y. Sharma is an Assistant Professor in the Department of Humanities and Social Sciences, Indian Institute of Technology Jodhpur. She completed her M.A. in English Studies at Indian Institute of Technology, Madras in 2013. In 2016, she also completed her Ph.D in Cultural Studies at Aarhus University, Denmark. She have an enduring interest in how individuals engage with the digital and material worlds. As a researcher, I adopt mixed-methods approaches to examine the relationship between consumers, cultures and markets.