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Shelly Pandey

In: Consumer Culture, Modernity and Identity

Chapter 3: Consumer Agency of Urban Women in India

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Consumer Agency of Urban Women in India
Consumer agency of urban women in India
ShellyPandey
Introduction

This chapter explores how globalization has contributed to the consumer agency of urban women in India. Globalization has been looked through the emergence of the business process outsourcing (BPO) sector in India, which got clustered in certain locations in and around the metropolitan cities. Globalization brought many sectors of employment in India, such as BPO sector, information technology sector (IT), etc., and many women got opportunity into the labour market, due to the increase in the demand for unskilled, semi-skilled and skilled labour. The growth of the IT sector worldwide and availability of large English-speaking and low-cost labour pool have resulted in India emerging as one of the desired destinations for BPO ...

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