Globalising Everyday Consumption in India: History and Ethnography

Through in-depth analysis of advertisements, politics and group-based practices, this book analyses the complex local, regional, and national historical developments related to the making of the Indian consumer across a century of global involvement.

In assessing the nationalist discourse, debates on the morality of consumption and public and private spheres, the book demonstrates how the Indian consumer was both imagined and informed and how the politics of consumption formed the consumer society in India.

Shedding new light on consumer cultures in India, the book will be of interest to academics from interdisciplinary fields such as anthropology, history, geography, sociology, South Asian studies and area studies, popular and visual cultures.