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.

Hailed as the beneficiary, driving force and result of globalisation, India 's middle-class is puzzling in its diversity, as a multitude of traditions, social formations and political constellations manifest contribute to this project. This book looks at Indian middle-class lifestyles through a number of case studies, ranging from a historical account detailing the making of a savvy middle-class consumer in the late colonial period, to saving clubs among women in Delhi 's upmarket colonies and the dilemmas of entrepreneurial families in Tamil Nadu 's industrial towns.

The book pays tribute to the diversity of regional, caste, rural and urban origins that shape middle- class lifestyles in contemporary India and highlights common themes, such as the quest for upward mobility, common consumption practices, the importance of family values, gender relations and educational trajectories. It unpacks the notion that the Indian middle-class can be understood in terms of public performances, surveys and economic markers, and emphasises how the study of middle-class culture needs to be based on detailed studies, as everyday practices and private lives create the distinctive sub-cultures and cultural politics that characterise the Indian middle class today. With its focus on private domains middleclassness appears as a carefully orchestrated and complex way of life and presents a fascinating way to understand South Asian cultures and communities through the prism of social class.

By zooming in on urban localities in India and by unpacking the 'meaning of the local' for those who live in them, the ten papers in this volume redress a recurrent asymmetry in contemporary debates about globalisation. In much literature, the global is associated with transnationalism, dynamism and activity, and the local with static identities and history. Focusing on a range of locales in India's metropolitan areas and provincial small towns, the contributions move beyond the assertion that space is socially constructed to explore the ways in which social and political relations are themselves spatially and historically contingent. Using detailed ethnography, the authors highlight the vitality of place-making in the lives of urban dwellers and the centrality of a 'politics of place' in the production of power, difference and inequality. The volume illustrates how urban spaces are increasingly interconnected through wider social and spatial processes, while local boundaries and group-based identities are at the same time reconstructed, and often even consolidated, through the use of 'traditional' idioms and localised practices. All contributions relate detailed case studies of everyday activities to a range of contemporary debates that highlight various spatial aspects of cultural identities, economic restructuring and political processes in India. The volume provides an interdisciplinary perspective on urban life in rapidly changing political and economic environments. It offers a contribution to policy-orientated debates on urban livelihoods and urban planning as well as a wealth of ethnographic material for those interested in the spatial dimensions of urban life in India.

By zooming in on urban localities in India and by unpacking the 'meaning of the local' for those who live in them, the ten papers in this volume redress a recurrent asymmetry in contemporary debates about globalisation. In much literature, the global is associated with transnationalism, dynamism and activity, and the local with static identities and history. Focusing on a range of locales in India's metropolitan areas and provincial small towns, the contributions move beyond the assertion that space is socially constructed to explore the ways in which social and political relations are themselves spatially and historically contingent. Using detailed ethnography, the authors highlight the vitality of place-making in the lives of urban dwellers and the centrality of a 'politics of place' in the production of power, difference and inequality. The volume illustrates how urban spaces are increasingly interconnected through wider social and spatial processes, while local boundaries and group-based identities are at the same time reconstructed, and often even consolidated, through the use of 'traditional' idioms and localised practices. All contributions relate detailed case studies of everyday activities to a range of contemporary debates that highlight various spatial aspects of cultural identities, economic restructuring and political processes in India. The volume provides an interdisciplinary perspective on urban life in rapidly changing political and economic environments. It offers a contribution to policy-orientated debates on urban livelihoods and urban planning as well as a wealth of ethnographic material for those interested in the spatial dimensions of urban life in India.

Hailed as the beneficiary, driving force and result of globalisation, India's middle-class is puzzling in its diversity, as a multitude of traditions, social formations and political constellations manifest contribute to this project. This book looks at Indian middle-class lifestyles through a number of case studies, ranging from a historical account detailing the making of a savvy middle-class consumer in the late colonial period, to saving clubs among women in Delhi's upmarket colonies and the dilemmas of entrepreneurial families in Tamil Nadu's industrial towns. The book pays tribute to the diversity of regional, caste, rural and urban origins that shape middle- class lifestyles in contemporary India and highlights common themes, such as the quest for upward mobility, common consumption practices, the importance of family values, gender relations and educational trajectories. It unpacks the notion that the Indian middle-class can be understood in terms of public performances, surveys and economic markers, and emphasises how the study of middle-class culture needs to be based on detailed studies, as everyday practices and private lives create the distinctive sub-cultures and cultural politics that characterise the Indian middle class today. With its focus on private domains middleclassness appears as a carefully orchestrated and complex way of life and presents a fascinating way to understand South Asian cultures and communities through the prism of social class.

Based on extensive fieldwork in Calcutta, this book provides the first ethnography of how middle-class women in India understand and experience economic change through transformations of family life. It explores their ideas, practices and experiences of marriage, childbirth, reproductive change and their children's education, and addresses the impact that globalization is having on the new middle classes in Asia more generally from a domestic perspective. By focusing on maternity, the book explores subjective understandings of the way intimate relationships and the family are affected by India's liberalization policies and the neo-liberal ideologies that accompany through an analysis of often competing ideologies and multiple practices. And by drawing attention to women's agency as wives, mothers and grandmothers within these new frameworks, Domestic Goddesses discusses the experiences of different age groups affected by these changes. Through a careful analysis of women's narratives, the domestic sphere is shown to represent the key site for the remaking of Indian middle-class citizens in a global world.