SOAS University of London

Department of Development Studies

Mr Misha Velthuis

BSc, MSc (University of Amsterdam)
  • Research
  • Expertise


Staff Silhouette
Mr Misha Velthuis
Email address:
Thesis title:
Selling modernity - An ethnography of the everyday practice of supermarket chains in Mumbai
Year of Study:
Internal Supervisors

PhD Research

In this research I follow the practices of Mumbai-based supermarket chains in their attempts to replace the existing systems of agricultural marketing and traditional retail formats. By tracking the everyday life of supermarket employees at multiple points in the supply chain I hope to gain a better understanding of the modernisation that the retail sector is allegedly undergoing.


  • Rural marketing
  • Urban Development
  • Economic Anthropology
  • Science and Technology Studies
  • Actor-network Theory


For help in contacting SOAS academics and advice on services to business and the community, please contact SOAS Enterprise on +44(0)20 7898 4837 or email
For all press and media enquiries please call +44 (0)20 7898 4135 or email

Available for
Regional Expertise
  • Europe
  • South Asia
Country Expertise
  • India
  • Netherlands
  • Dutch
  • English
  • French
  • Hindi