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.

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.

Based on oral history, fiction, fascinating intellectual gossip, and records of the Coffee Board of India, this study is a multi-sited ethnography of the Indian Coffee House, possibly the world's first coffee house chain. It offers a critical analysis of adda (informal meetings) of the educated middle class in Allahabad, Calcutta and Delhi. The coffee house became the new socio-intellectual nerve centre, replacing the neigbourhood tea shops, and creating an entirely different social space. This book will have line drawings and cartoons as well as archival photographs.