 This is a cup of coffee I picked up this morning for $2 and didn't even think twice about it. Now just imagine, there are billions of people around the world who live on less than $2 a day and have to meet important needs like education, healthcare and nutrition within those $2. The marketing world has done a tremendous job of meeting needs in context of affluence. But to me the ultimate marketing challenge is to be able to meet important needs like healthcare, education and food and nutrition. I think that's the most important challenge that marketing faces right now and that's what my research focuses on. I try to work in low-income neighborhoods across the world, immerse myself in these contexts and see how we can gather insights that can help marketing organizations learn how to address these important needs, unmet needs in context of poverty. I grew up in the city of Chennai. It's a large city in South India and poverty is something that you see all around. And it's not just poverty but people running small businesses in order to meet their basic consumption needs. So that's something that I grew up seeing all around me. And it's also shaped the way I think about the world and also shaped the way I conduct my research now. In all the communities where I work, I work with local artists who help me understand how the community sees itself. This is in addition to the qualitative and quantitative techniques I use for my own research. I believe art is a medium that helps focus attention on the individual and makes that the starting point for creating knowledge. This is all I've done for the last 12 years and this is what fascinates me. Studying entrepreneurs in context of poverty who are exercising this agency in order to improve their lives, the lives of their family members as well as a broader community in which they're embedded.