This book makes a significant contribution to understanding why consumption is growing in importance in India.This book interrogates the ways that consumption is implicated in socio-cultural changes. It examines the power of the media and advertising, and the role of transnational marketing in consumption. It provides insights into the changes resulting from the engagement of local practices with the globalizing economy. It offers timely focus on phenomenal growth in Indian consumption. Harold Wilhite makes an important new contribution to the interpretation of changing consumption in India, using an ethnographic approach to interrogate the rapid growth in the consumption of household durables, beauty and cleanliness products. Insights show how the engagement of local practices with the globalizing economy result in change.