Prof Rohit Varman



Professor Of Marketing


Faculty of Business and Law


BL Deakin Business School


Melbourne Burwood Campus

+61 3 924 68151


Rohit Varman is a Professor of Marketing at Deakin University. Before moving to Australia, he taught in India and United Kingdom. He received his PhD in Marketing from University of Utah and MBA from McGill University.

His research interests are broadly in the fields of Critical Marketing and Consumer Culture. He is currently working on a book on history of marketing in India and an edited book on Critical Marketing. He is also working on research projects in the areas of social impact of marketization, advertising, postcolonial theory, subaltern consumption, and violence in markets. His research paper was recently awarded Emerald Citation of Excellence for 2015.

He has published his research in several journals that include Journal of Consumer Research, Journal of Retailing, Organization Science, Journal of Public Policy and Marketing, Journal of Marketing Management, and Marketing Theory.

He serves as Associate Editor of Consumption, Markets & Culture and on the editorial boards of Journal of Macromarketing and Journal of Historical Research in Marketing. He also serves on the board of International Society of Markets and Development.

Read more on Rohit's profile

Research interests

• Critical Marketing
• Consumer Culture
• Interpretive Research
• Transformative consumer research and social inclusivity

Teaching interests

• Critical Marketing
• Consumer Culture Theory
• Qualitative Research Methods
• Marketing Management


• Emerald Citation of Excellence for 2015
• Doctoral Scholar Award University of Utah, 2001-2002
• Awarded ‘Graduate Research Fellowship’ University of Utah 2001-2002


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History of marketing in India

H Sreekumar, R Varman

(2016), pp. 389-405, The Routledge companion to marketing history, Abingdon, Eng., B1


Accumulation through derealization: How corporate violence remains unchecked

R Varman, I Al-Amoudi

(2016), Vol. 69, pp. 1909-1935, Human relations, London, Eng., C1


Kafkaesque institutions at the base of the pyramid

A Khare, R Varman

(2016), Vol. 32, pp. 16191-1646, Journal of marketing management, Abingdon, Eng., C1


Locating the past in its silence: history and marketing theory in India

R Varman, H Sreekumar

(2015), Vol. 7, pp. 272-279, Journal of historical research in marketing, Bingley, Eng., C1-1


Status, caste, and market in a changing Indian village

R Vikas, R Varman, R Belk

(2015), Vol. 42, pp. 472-498, Journal of consumer research, London, Eng., C1-1


Ideology for the 10 billion: introduction to globalization of marketing ideology

G Eckhardt, N Dholakia, R Varman

(2013), Vol. 33, pp. 7-12, Journal of macromarketing, London, Eng., C1-1


Underdeveloped Other in country-of-origin theory and practices

R Varman, J Costa

(2013), Vol. 16, pp. 240-265, Consumption markets & culture, London, Eng., C1-1


Understanding poverty and promoting poverty alleviation through transformative consumer research

C Blocker, J Ruth, S Sridharan, C Beckwith, A Ekici, M Goudie-Hutton, J Rosa, B Saatcioglu, D Talukdar, C Trujillo, R Varman

(2013), Vol. 66, pp. 1195-1202, Journal of business research, Amsterdam, The Netherlands, C1-1


Conflicts at the bottom of the pyramid: profitability, poverty alleviation, and neoliberal governmentality

R Varman, P Skålén, R Belk

(2012), Vol. 31, pp. 19-35, Journal of public policy & marketing, Ann Arbor, Mich., C1-1


Consuming postcolonial shopping malls

R Varman, R Belk

(2012), Vol. 28, pp. 62-84, Journal of marketing management, London, Eng., C1-1


Market subjectivity and neoliberal governmentality in higher education

R Varman, B Saha, P Skålén

(2011), Vol. 27, pp. 1163-1185, Journal of marketing management, London, Eng., C1-1


Applying a transformative consumer research lens to understanding and alleviating poverty

C Blocker,, J Ruth, S Sridharan, C Beckworth, A Ekici, M Goudie-Hutton, A Rosa, B Saatcioglu, D Talukdar,, C Trujillo, R Varman

(2011), pp. 1-9, Journal of research for consumers, Crawley, W. A., C1-1


Nationalism and ideology in an anticonsumption movement

R Varman, R Belk

(2009), Vol. 36, pp. 686-700, Journal of consumer research, London, Eng., C1-1


Competitive and cooperative behavior in embedded markets: developing an institutional perspective on bazaars

R Varman, J Costa

(2009), Vol. 85, pp. 453-467, Journal of retailing, Amsterdam, The Netherlands, C1-1


Disciplining the discipline: understanding postcolonial epistemic ideology in marketing

R Varman, B Saha

(2009), Vol. 25, pp. 811-824, Journal of marketing management, London, Eng., C1-1


Weaving a web: subaltern consumers, rising consumer culture, and television

R Varman, R Belk

(2008), Vol. 8, pp. 227-252, Marketing theory, London, Eng., C1-1


Embedded markets, communities, and the invisible hand of social norms

R Varman, J Costa

(2008), Vol. 28, pp. 141-156, Journal of macromarketing, London, Eng., C1-1


The political economy of markets and development: a case study of health care consumption in the State of Kerala, India

R Varman

(2008), Vol. 34, pp. 81-95, Critical sociology, London, Eng., C1-1


Rising markets and failing health: an inquiry into subaltern health care consumption under neoliberalism

R Varman, R Vikas

(2007), Vol. 27, pp. 162-172, Journal of macromarketing, Thousand Oaks, Calif., C1-1


Information processing moderators of the effectiveness of trust-based governance in interfirm R&D collaboration

S Carson, A Madhok, R Varman, G John

(2003), Vol. 14, pp. 45-56, Organization science, Catonsville, Md., C1-1


Funded Projects at Deakin

No Funded Projects at Deakin found


No completed student supervisions to report