03089cam a22005298i 4500 OSt 20260627103017.0 210121s2021 enk b 001 0 eng 9780367178529 9780429058059 AKCL pcc a-ii--- 339.470954 BHA-G Bhattacharya, Bhaswati, Ed. Henrike Donner, Ed. Globalising Everyday Consumption in India: History and Ethnography / edited by Bhaswati Bhattacharya and Henrike Donner. Oxon: Routledge, 2020 2105 Abingdon, Oxon ; New York, NY : Routledge, 2021. XI, 246 pages cm. text txt rdacontent unmediated n rdamedia volume nc rdacarrier Routledge Contemporary South Asia Series Includes bibliographical references and index. "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. The book explores detailed studies outlining how Indian consumers were created as a result of the emergence of marketing campaigns and advertising strategies for everyday commodities in the early 19th century. Chapters by experts in their fields cover themes ranging from forms of advertising and their perception to coffee, oil, housing and idealized middle-class homemaking to current policies targeting the urban poor as consumer debtors. The book provides rich examples of processes, histories and practices at play in the making of a consumer society. In view of the classical and contemporary theories of consumption, the book collectively analyzes the development of consumer capitalism aided by the 'technologies of enchantment'. 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"-- Provided by publisher. Economics Macroeconomics GDP Factors Impacting GDP Consumption Consumers Middle Class Marketing India History. India. India History. India. Bhattacharya, Bhaswati, 1945- editor. Donner, Henrike, editor. 7 cbc orignew 1 ecip 20 y-gencatlg BK ddc 0 44944 44944 0 0 ddc 0 0 AKCL AKCL 2026-06-27 0 339.470954 BAT-G 69299 2026-06-27 10:31:52 2026-06-27 BK