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.
About the Author: Bhaswati Bhattacharya is a Senior Fellow at the Centre for Modern Indian Studies at Georg August University, Göttingen, Germany. She is the author of Much Ado over Coffee (Social Science Press and Routledge 2017).
Henrike Donner is Reader in Social Anthropology at Goldsmiths, University of London, UK. She is the author of Domestic Goddesses (Routledge 2008) and has edited The Meaning of the Local (with Geert De Neve, Routledge 2006) and Being Middle-class in India (Routledge 2011).
