Thukral & Tagra blur the lines between fine art and popular culture, product placement and exhibition design, artistic inspiration and media hype. Their collaborative works comment on the globalization of consumer culture and the repercussions of this transition as it is being experienced in India today.

While both playful and humorous, their works express thoughtful questions about the nature and value of Indian identity as it is both articulated by Indians themselves and projected onto India by the rest of the world.