Never before in human history have vegetarianism and a plant-based economy been so closely associated with sustainability and the promise of tackling climate change. Nowhere is this phenomenon more visible than in India, which is home to the largest number of vegetarians globally and where vegetarianism is intrinsic to Hinduism. India is often considered a global model for vegetarianism.
However, in this book, which is the outcome of eight months of fieldwork conducted among vegetarian and non-vegetarian producers, traders, regulators and consumers, I show that the reality in India is quite different, with large sections of communities being meat-eaters. In 2011, vegetarian/veg/green and nonvegetarian/ non-veg/brown labels on all packaged foods/drinks were introduced in India. Paradoxically, this grand scheme was implemented at a time when meat and non-vegetarian food production, trade and consumption were booming. The overarching argument of the book is that a systematic study of the complex and changing relationship between vegetarian and non-vegetarian understandings and practices illuminates broader transformations and challenges that relate to markets, the state, religion, politics and identities in India and beyond.
The book's empirical focus is on the changing relationship between vegetarian/ non-vegetarian as understood, practised and contested in middle-class India, while remaining attentive to the vegetarian/non-vegetarian modernities that are at the forefront of global sustainability debates. Through the application of this approach, the book provides a novel theory of human values and markets in a global middle-class perspective.
About the Author: Johan Fischer is Associate Professor in the Department of Social Sciences and Business, Roskilde University, Denmark. His work focuses on human values and markets. More specifically, he explores the interfaces between class, consumption, market relations, religion and the state in a globalized world. He is the author of numerous books, articles in journals and edited volumes. He is editor of the Routledge book series Material Religion and Spirituality and is on the editorial boards of the journals International Journal of Asia Pacific Studies, Contemporary Islam and Research in Globalization. Currently, he is working on a research project on vegetarianism and meat-eating in a global perspective.
