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043			_aa-ii---
082	0	0	_a339.470954 _bBHA-G
100			_aBhattacharya, Bhaswati, Ed.
100			_aHenrike Donner, Ed.
245	0	0	_aGlobalising Everyday Consumption in India: _bHistory and Ethnography / _cedited by Bhaswati Bhattacharya and Henrike Donner.
260			_aOxon: _bRoutledge, _c2020
263			_a2105
264		1	_aAbingdon, Oxon ; _aNew York, NY : _bRoutledge, _c2021.
300			_aXI, 246 pages cm.
336			_atext _btxt _2rdacontent
337			_aunmediated _bn _2rdamedia
338			_avolume _bnc _2rdacarrier
490	0		_aRoutledge Contemporary South Asia Series
504			_aIncludes bibliographical references and index.
520			_a"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"--
520			_cProvided by publisher.
650		0	_aEconomics
650		0	_aMacroeconomics
650		0	_aGDP
650		0	_aFactors Impacting GDP
650		0	_aConsumption
650		0	_aConsumers
650		0	_aMiddle Class
650		0	_aMarketing
650		0	_zIndia _xHistory.
650		0	_zIndia.
650		0	_zIndia _xHistory.
650		0	_zIndia.
700	1		_aBhattacharya, Bhaswati, _d1945- _eeditor.
700	1		_aDonner, Henrike, _eeditor.
906			_a7 _bcbc _corignew _d1 _eecip _f20 _gy-gencatlg
942			_cBK
942			_2ddc _n0
999			_c44944 _d44944