Globalising Everyday Consumption In India

This book brings together historical and ethnographic perspectives on Indian consumer identities. Through an in-depth analysis of local, regional, and national histories of marketing, regulatory bodies, public and domestic practices, this interdisciplinary volume charts the emergence of Indian consumer society and discusses commodity consumption as a main feature of Indian modernity. Nationalist discourse was shaped by moral struggles over consumption patterns that became a hallmark of middle-class identity. But a number of chapters demonstrate how a wide range of social strata were targeted as markets for everyday commodities associated with global lifestyles early on. A section of the book illustrates how a new group of professionals engaged in advertising trying to create a market shaped tastes and discourses and how campaigns provided a range of consumers with guidance on ‘modern lifestyles’. Chapters discussing advertisements for consumables like coffee and cooking oil, show these to be part of new public cultures. The ethnographic chapters focus on contemporary practices and consumption as a main marker of class, caste and community. Throughout the book consumption is shown to determine communal identities, but some chapters also highlight how it reshapes intimate relationships. The chapters explore the middle-class family, microcredit schemes, and metropolitan youth cultures as sites in which consumer citizenship is realised. The book will be of interest to readers from a range of disciplines, including anthropology, history, geography, sociology, South Asian studies, and visual cultures.

This book analyses India’s middle class by recognising the diversity within the class, the people, their practices, and the production of spaces. It explores the economic and social lives of the new middle class, expanding the areas of inquiry beyond consumption in post-liberalisation India and its intersectionalities with gender, caste, religion, migration, and other socioeconomic markers in various cities across the country. The book interrogates the meanings and perceptions of social mobility, growth, consumerism, technology, social identity, and development and examines how they can be emancipatory or subjugating in different contexts. It engages with the new entrants in the middle class, particularly from the marginalised sections, their struggles, insecurities, anxieties, agency, and experiences. The personal, emotive, and psychic dimensions of social mobility have been dealt with in the larger context of socioeconomic settings. The book crosses disciplinary and spatial boundaries and uses a variety of methodologies to provide perspectives on several unexplored or underexplored areas of India’s new middle class. This book will be of interest to scholars and researchers of sociology, economics, development studies, public policy, social work, and South Asian studies.

This book presents the changing contours of India s position in the global economy. The first section deals with India s defensive posture in the nineties vis-à-vis the Multinational Companies. The resistance to speedy opening up of the economy has enabled Indian businesses to become globally competitive. The second section deals with the challenges before Indian in the begging of the 21st millennium as she is increasingly recognized as a world power. The earlier defensive posture has to be change into an offensive posture now with India aiming to break the economies of the rich countries. This can be done, for example, withdrawing forex reserves from US T-Bills. The third section deals with the challenges before India in establishing a just world order. The question in how to break the inherent injustice in the world economy where 20 percent of the people of rich countries are consuming 80 percent of the resources. India should not tie its wagon to the engine of rich countries and try to gain form injustice of the present world order. Instead, India must take the lead in confronting the injustice perpetrated by the rich countries, organize the developing countries and establish a world economy based on justice.

This book analyses India's middle class by recognising the diversity within the class, the people, their practices, and the production of spaces. It explores the economic and social lives of the new middle class, expanding the areas of inquiry beyond consumption in post-liberalisation India and its intersectionalities with gender, caste, religion, migration, and other socioeconomic markers in various cities across the country. The book interrogates the meanings and perceptions of social mobility, growth, consumerism, technology, social identity, and development and examines how they can be emancipatory or subjugating in different contexts. It engages with the new entrants in the middle class, particularly from the marginalised sections, their struggles, insecurities, anxieties, agency, and experiences. The personal, emotive, and psychic dimensions of social mobility have been dealt with in the larger context of socioeconomic settings. The book crosses disciplinary and spatial boundaries and uses a variety of methodologies to provide perspectives on several unexplored or underexplored areas of India's new middle class. This book will be of interest to scholars and researchers of sociology, economics, development studies, public policy, social work, and South Asian studies.

This book offers interdisciplinary perspectives on nationalism in India and examines the ways in which literary-textual representations intervene in debates regarding Hindu, Muslim and other forms of Indian nationalism. The book interrogates questions of nationalism and nationhood in relation to literary and cultural texts, historic-linguistic contexts and new developments in queer nationalism and ecological nationalism. It adopts a nation-wide emphasis, including chapters on Northeast India and other regions that have been historically underrepresented in studies of Indian nationalism. Moreover, the volume explores a rich variety of literary works by various writers over the past two centuries that have created, enshrined and contested ideas pivotal to the development of Indian nationalism. Located in a range of disciplines, contributors bring extensive expertise in Indian literature, language and culture to the question of nationalism. The chapters challenge many of the accepted ideas on nationalism and critically examine the politics behind such nationalisms. Moving beyond an approach to Indian nationalism based exclusively in the historicist-political paradigm, this timely book challenges established ideas in Indian nationalism and critically examines the politics of nationalisms in terms of textual representations. The book will be of interest to researchers working on South Asian studies, including Indian culture, history, literature and politics.

This book familiarises readers with a new way to treat the subject of gender, foregrounding the real voices of women, their experiences doing ethnographic work, and their courage in sharing their stories publicly for the first time in the context of India. A useful companion to more theory-based anthropological studies, the book connects ethnographic data to what eventually becomes theories formed from the field. Chapters by women from a variety of disciplines – Anthropology, Literary and Translation studies, Political Sciences – transcend the academic boundaries between social sciences and humanities. The book shows how the researchers navigate in the field, write in ways that defy their academic life and work, and call into question their narrative voice. The book presents a space for women to reflect on their individual themes of research and at partially filling the vacuum mentioned above, the silences of women’s voices and expressions. The experiences described in the chapters differ, both along the divide of a "native" and a non-"native" fieldworker and along different disciplinary fields, but they share the experience of a long-term fieldwork in India and the need to self-reflect on the impact of this experience on the way the field is represented, on the people encountered in the field, on the way the field impacted on the fieldworker. The book is a useful presentation of how female researchers act in the field as women and scholars. Filling a gap in the existing literature of ethnographic research methods, the book will be of interest to students and researchers interested in the fields of Gender Studies, Social Work, Sociology, Anthropology and Asian Studies.

This is one of the earliest books to present a collection of writings on the effects of globalization on India and Indian society. The editors have assembled a team of eminent academics to present a series of critical discussions about important issues of economy and agriculture, education and language, and culture and religion, based on ethnographic case studies from different localities in India. Globalizing India is a major contribution to South Asian Studies, interrogating a topic of contemporary importance – both within the region and internationally.

This book analyses the role of women in the films of one of the leading filmmakers of the ‘Third World’ in the 1950s, Satyajit Ray, a national icon in filmmaking in India. The book explores the portrayal of women in the context of the creation of national culture after India became independent. Gender issues were very important to India under Jawaharlal Nehru in the 1950s – with the enactment of inheritance and divorce laws. Ray’s portrayal of women and his films anticipate much of the theorizing of later-day feminism. This book analyses cinematic texts with special reference to the women characters using feminist film theory and representation along with a study of the socio-political and economic conditions pertinent to the times – both relevant to the film’s making and its setting. The primary texts studied are films spanning over four decades from Pather Panchali (1955) to his last trilogy and are based on a categorization of the broad feminine ‘types’ represented in the films – based on the socio-political situations in which they are placed – and their relationships with the other characters present. Ray’s portrayal of women has an enormous bearing on our understanding of how modern India evolved in the Nehru era and after, and this book explore just that: the place of the woman as it is and should be in a young nation encumbered by patriarchy. Gendered Modernity and Indian Cinema will be of interest to academics in the field of World cinema, Indian and Bengali cinema, Film Studies as well as Gender Studies and South Asian culture and society.