Globalising Everyday Consumption in India: History and Ethnography

This book explores Indian consumer identities through historical and ethnographic perspectives, charting the emergence of Indian consumer society and discussing commodity consumption as a main feature of Indian modernity. It demonstrates how a wide range of social strata were targeted as markets for everyday commodities associated with global lifestyles, and how advertisements for consumables like coffee and cooking oil shaped tastes and discourses. The ethnographic chapters focus on contemporary practices and consumption as a main marker of class, caste and community, exploring the middle-class family, microcredit schemes, and metropolitan youth cultures as sites in which consumer citizenship is realized.

Format: Paperback / softback
Length: 246 pages
Publication date: 09 January 2023
Publisher: Taylor & Francis Ltd

This comprehensive volume explores the multifaceted dimensions of Indian consumer identities, drawing from historical and ethnographic perspectives. By delving into the intricate tapestry of local, regional, and national histories of marketing, regulatory bodies, public and domestic practices, it charts the emergence of Indian consumer society and examines commodity consumption as a central facet of Indian modernity. The book's interdisciplinary approach sheds light on the complex interplay between nationalism, moral struggles, and the evolving consumer landscape.

While nationalist discourse was influenced by the moral dilemmas surrounding consumption patterns, it is evident from several chapters that a diverse range of social strata were targeted as markets for everyday commodities associated with global lifestyles from an early stage. The book showcases how a new cohort of professionals engaged in advertising played a pivotal role in shaping tastes and discourses, creating a market that catered to a wide spectrum of consumers. Campaigns, in particular, provided valuable guidance on 'modern lifestyles,' influencing consumer choices and preferences.

The ethnographic chapters of the book delve into contemporary practices and consumption as primary markers of class, caste, and community. Through vivid descriptions and in-depth analysis, they shed light on how consumption shapes communal identities and reshapes intimate relationships. The chapters explore various aspects of society, including the middle-class family, microcredit schemes, and metropolitan youth cultures, as sites where consumer citizenship is realized.

This book appeals to a wide range of disciplines, including anthropology, history, geography, sociology, South Asian studies, and visual cultures. Its multidisciplinary approach offers valuable insights into the complex dynamics of consumer culture, societal change, and the role of marketing in shaping modern India. By examining the historical and ethnographic roots of Indian consumer identities, this book provides a comprehensive understanding of the evolving consumer landscape and its profound impact on individuals, communities, and the nation as a whole.

Weight: 476g
Dimension: 234 x 156 (mm)
ISBN-13: 9781032024356