My research interests concern broad interdisciplinary themes of Marketing and International Development, with a particular focus on Responsible Marketing, and Consumer Behaviour at the Bottom of the Pyramid i.e., how to make marketing socially sustainable and responsive to marginalised and vulnerable consumers. I have researched marginalised consumers and how marginalised consumers are constrained to enter the market created by Multinational Corporations (MNCs). My research interests are grounded in my experience, and discipline specific knowledge of theories and concepts in marketing, responsible business, globalisation, and international development. My research pays particular attention to the role of MNCs marketing strategy of product innovations and their brands marketing in developing countries. I have strong interest in furthering impactful interdisciplinary research in Responsible Marketing and Transformative Consumer Research using Qualitative Research Methodology. My future research interests fall within marketing, responsible marketing, and consumer behaviour, focussing on three themes: (i) BOP Markets and MNCs Marketing, (ii) Responsible Marketing that address Market Imperfections and Positively Impact Consumer Well-being and (iii) Reconceptualising Corporate Responsibility and Making Market led Growth and Development Inclusive of Needs of Marginalised Consumers... Focusing on how markets, and marketing can address real needs and poverty, my research interest lies in the refinement of the concepts of ‘Responsible Marketing’ and the necessity to adjust the concept through (i) ‘inclusive’ product innovations and (ii) ‘responsible’ advertising and communications that addresses marginalised consumers vulnerability in a market exchange.