This book offers analysis of articulation of consumer culture and modernity in everyday lives of people in a transnational framework. It pursues three broad themes: lifestyle choices and construction of modern identities; fashion and advertising; and subaltern concerns and moral subjectivities. It juxtaposes empirical studies with theoretical traditions in addressing questions such as: How do people imagine modernity and identity in consumer culture? What does modernity or ‘being modern’ mean to people in different societies? Are modernity and tradition antithetical to or develop an interface with each other? The chapters in the book trace manifestations and trajectories of consumer culture and modernity as they connect to develop a sense of renewed identity.
Chapter 3: Consumer Agency of Urban Women in India
Consumer Agency of Urban Women in India
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 ...