The phenomenon of acculturation and its impact on consumer behaviour in the UK merits greater scrutiny. With a changing national demographic landscape as the backdrop, this research seeks to investigate whether established theories of acculturation are applicable to British Indians and what impact this acculturation has on their consumer behaviour. The first aim of the research is to examine whether British Indians can be classified according to the acculturation framework devised by Berry (1980). The second involves questioning whether membership of these acculturation categories has a bearing on British Indians' consumer behaviour, as indicated by their brand preferences for a range of host and ethnic products and services. The third aim of the research is to examine the relationship between demographic factors and acculturation categories.