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This paper aims to investigate dynamics of food consumption practices among poor families in a developing country to advance the Food Well-being (FWB) in Poverty framework.

The research design used semi-structured interviews with 25 women and constructivist grounded theory to explore food consumption practices of poor families in rural South India.

Poor families’ everyday interactions with food reveal the relational production of masculinities and femininities and the power hegemony that fixes men and women into an unequal status quo. Findings provides critical insights into familial arrangements in absolute poverty that are detrimental to the task of achieving FWB.

The explanatory potential of FWB in Poverty framework is limited to a gender (women) and a specific country context (India). Future research can contextualise the framework in other developing countries and different consumer segments.

The FWB in Poverty framework helps identify, challenge and transform cultural norms, social structures and gendered stereotypes that perpetuate power hegemonies in poverty. Policymakers can encourage men and boys to participate in family food work, as well as recognise and remunerate women and girls for their contribution to maintaining familial units.

This paper makes an original contribution to the relevant literature by identifying and addressing the absence of theoretical understanding of families, food consumption and poverty. By contextualising the FWB framework in absolute poverty, the paper generates novel understandings of fluidity and change in poor families and FWB.

The purpose of this paper is to expand the theoretical understanding of social inclusion of vulnerable populations. Employing cross disciplinary literature from marketing and social policy, this paper examines the factors shaping internal migrant workers experience of inclusion and vulnerability in the context of COVID-19 pandemic.

The authors conducted a review of social inclusion and consumer vulnerability literature to develop a new and innovative conceptual framework which operationalises social inclusion. This framework was then examined using an illustrative case study of internal migrant worker crisis in India. Data for the case were collected from various national and international media, government and non-government reports published in English on the pandemic related migrant crisis in India.

Access and control over food was fraught with barriers for migrant workers. As the lockdown progressed, access to and control over work opportunities was precarious. Furthermore, the resource-control constraints faced by migrant workers in terms of food, work and transport had a direct impact on their experience of social inclusion. Lastly, the stranded migrant workers found themselves unable to fully participate in economic activities.

To the authors’ knowledge this is the first paper that integrates consumer vulnerability concept, originating in marketing scholarship into the social inclusion framework. This allowed for anchoring the “aspirational goals” of social inclusion into the concrete context of consumers and marketplaces.

There is an ongoing debate about the purpose of business and profit maximisation. However, contemporary marketing thinking suggests that pro-social behaviour is a critical aspect of marketing strategy, wherein this type of behaviour leads to marketplace advantage. Amongst the many theories and frameworks (such as, creating shared value and subsistence marketplaces) that re-imagine the purpose of business to include pro-social behaviour, a prominent one is the base of the pyramid (BoP) thesis. This thesis challenges firms to simultaneously alleviate poverty and make a profit by targeting the poorest socioeconomic segment. However, it has encountered robust criticism, with some scholars suggesting a lopsided focus on profits to the detriment of poverty alleviation. Specifically, the criticisms centre on the marketers’ narrow focus on income poverty. In order to overcome these criticisms, as well as to envision a pathway to succeed at the BoP, this chapter makes the case to conceptualise poverty beyond an economic focus of income, assets and wealth to capture beyond economic factors such as equality, justice and freedom. The authors employ Amartya Sen’s capability approach as a starting point to reconceptualise poverty to facilitate marketers to genuinely alleviate poverty whilst making profits at the BoP.