Globalising Everyday Consumption in India: History and Ethnography

This book brings together historical and ethnographic perspectives on Indian consumer identities.

Through an in-depth analysis of local, regional, and national histories of marketing, regulatory bodies, public and domestic practices, this interdisciplinary volume charts the emergence of Indian consumer society and discusses commodity consumption as a main feature of Indian modernity.

Nationalist discourse was shaped by moral struggles over consumption patterns that became a hallmark of midd...