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 fills an important gap in the existing literature on economic liberalization and globalisation in India by providing much needed ethnographic data from those affected by neoliberal globalisation. Based on ethnographic fieldwork and interviews, it reveals the complexity of the globalisation process and describes and accounts for the contradictory attitudes of the lower middle classes. The authors challenge the notion of a homogeneous Indian middle class as being the undoubted beneficiaries of recent neoliberal economic reforms, showing that while the lower middle classes are generally supportive of the recent economic reforms, they remain doubtful about the long term benefits of the country's New Economic Policy and liberalisation. Significantly, this book discusses and analyzes both the economic and cultural sides to globalisation in India, providing much-needed data in relation to several dimensions including the changing costs of living; household expenditure, debt and consumerism; employment and workplace restructuring; gender relations and girls’ education; global media and satellite television; and the significance of English in a globalising India. Globalisation and the Middle Classes in India will be of interest to scholars and students working in the fields of Sociology, Social Anthropology and Development Studies, as well as Asian Studies - in particular studies of South Asia and India - and Globalisation Studies.

This book examines the emergence of professional advertising in western India during the interwar period. It explores the ways in which global manufacturers advanced a 'brand-name capitalism' among the Indian middle class by promoting the sale of global commodities during the 1920s and 1930s, a time when advertising was first introduced in India as a profession and underwent critical transformations. Analysing the cultural strategies, both verbal and visual, used by foreign businesses in their advertisements to capture urban consumers, Haynes argues that the promoters of various commodities crystalized their campaigns around principles of modern conjugality. He also highlights the limitations of brand-name capitalism during this period, examining both its inability to cultivate markets in the countryside or among the urban poor, and its failure to secure middle-class customers. With numerous examples of illustrated advertisements taken from Indian newspapers, the book discusses campaigns for male sex tonics and women's medicines, hot drinks such as Ovaltine and Horlicks, soaps such as Lifebuoy, Lux and Sunlight, cooking mediums such as Dalda and electrical household technologies. By examining the formation of 'brand-name capitalism' and two key structures that accompanied it- the advertising agency and the field of professional advertising- this book sheds new light on the global consumer economy in interwar India, and places developments in South Asia into a larger global history of consumer capitalism.

This book explores the links between globalization, agriculture and development in a number of contemporary Asia-Pacific nations. It highlights the complex and diversified nature of agricultural change in these contexts, and the ways in which this shapes patterns of economic and social development. Globalisation, Agriculture and Development shows that while agriculture continues to play an important role in local, regional and national development, both the industry and the communities it supports are facing an increasing number of economic, social and environmental challenges.

This volume brings together multidisciplinary, situated and nuanced analyses of contingent issues framing a rapidly changing India in the 21st century. It moves beyond the ready dichotomies that are often extended to understand India as a series of contrasts and offers new insights into the complex realities of India today, thereby enabling us to anticipate the decades to come. The editors focus on three major themes, each discussed in a section: The first section, Framing the Macro-Economic Environment, defines the framework for interrogating globalisation and socio-economic changes in India over the last few decades of the 20th century spiraling into India in the 21st century. The next section, Food Security and Natural Resources, highlights critical considerations involved in feeding a burgeoning population. The discussions pose important questions in relation to the resilience of both people and planet confronting increasingly unpredictable climate-induced scenarios. The final section, Development, Activism and Changing Technologies, discusses some of the social challenges of contemporary India through the lens of inequalities and emergent activisms. The section concludes with an elaboration of the potential and promise of changing technologies and new social media to build an informed and active citizenry across existing social divides.

This book examines the impact of globalization on some vital aspects of Indian politics, its structures and processes, and identifies the challenges to globalization itself, in order to highlight India’s complex and fascinating story. In 1991, India officially embraced the policy of neo-liberal reforms by signing the GATT agreement, which exposed the country, its society, culture and institutions to the various forces of globalization. Globalization as such may not be new to India, for the country has been embracing the influence of external cultures and civilisations for millennia, but the post-1991 reforms policy marked a significant shift, from a predominantly social welfare state and a command economy to a predominantly market driven one. Through a range of disciplinary perspectives, the authors analyse how India’s version of secularism, communal harmony, nationhood, the public sphere, social justice, and the rights of aboriginal communities came under attack from the forces of the new dispensation. The book goes on to show how globalisation in India has posed fresh challenges to political economy, democracy, federalism, decentralization, parliamentary system, judiciary, and the parliamentary Left. Critically reflecting on themes in the context of India’s globalisation that are local, regional, national and global, this book will be of interest to those in the fields of South Asian Politics, Globalisation, and International Relations.

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.

The Government Of India Has Recently Introduced A Number Of Second Generation Reforms. But Unfortunately It Has Not Been Possible To Keep Up The Desired Pace Because Of Resistance From The Opposition, And Also From Some Allies On Certain Matters. The Opposition Is Guided Mainly By Political Considerations Rather Than Economic Considerations.In Order To Face Competition In The Fast Opening World Market, Some Of The Needed Reforms Are Likely To Adversely Affect The Economic Well-Being Of The Underprivileged Classes Particularly In Rural Areas And Those Engaged In The Small Scale Sector. Ten Years Of Economic Reforms Have Not Generated Adequate Employment. In Order To Mitigate Such Adverse Effects, Outlay Should Be Considerably Increased In The Rural Areas. This Increased Expenditure Should Be On Building Infrastructure And Other Assets And Not On Subsidies Guided By Political Considerations. Primary Education And Health Services Need Considerably Enhanced Outlays. Safety Valves In The Form Of Comprehensive Social Security Network Are Very Essential For Avoiding Tensions In Society And Lessening Opposition To Reforms.The Volume Has A Wide Coverage And Includes Papers Written By Nineteen Economists Spread Over The Whole Country. The Papers Closely Examine Important Implications And Impact Of Liberalisation And Globalisation Measures Taken By The Government In Recent Years.It Is Hoped That The Book Will Prove Very Useful To The Researchers And Students Of Economics, Businessmen, Government Executives Concerned With The Formulation And Execution Of Economic Policies, Parliamentarians And Legislators, And The Common Readers Interested In Knowing The Changes That Are Taking Place In Our Economy.

The Crisis First In Latin America And Recently In The Economies Of East And South East Asia Has Generated A Lively Discussion On The Benefits And Pitfalls Of The Process Of Liberalisation And Globalisation. It Has Also Led To Questioning Of The More Or Less Uniform Conditionalities And Structural Reforms Prescribed By The I.M.F. And The World Bank For Providing Financial Assistance. The Present Volume Discusses These And Many Other Issues Relating To The Process Of Liberalisation And Globalisation. It Has Paid Special Attention To The Discussion Of The Respective Roles Of The Market And The State In Any Programme Of Rapid Development Without Creating Social Tensions.The Volume Includes Papers Written By Twenty-Two Economists Spread Over The Entire Country.The Response To The First Two Volumes Of The Book Was So Encouraging That It Has Led To The Publication Of The Present Third Volume.