Critical Themes in Indian Sociology brings together the writings of a number of scholars—both well established and younger, in India and in different parts of the world—on various themes that express the richness and diversity that defines sociological scholarship on India. The book reflects changes in scholarship over time and charts out new subjects and methods for the study of social life in India. Commemorating the 50 plus years since Contributions to Indian Sociology was first published, this book is a tribute to a journal that has sustained an internationally acclaimed and rigorous sociological engagement with India. Comprising a wide range of themes such as village, city, class, caste, politics, gender, sexuality, media, food and education, this book presents a concise, yet in-depth sense of a sociological view of India today.
Chapter 27: The Sociology of Consumption in India: Towards a New Agenda
The Sociology of Consumption in India: Towards a New Agenda
Consumption and Culture
Sociological research of consumption in India so far has largely centred on the (mostly urban) middle class. Authors have predominantly situated the study of middle-class consumption in the context of the globalisation, economic liberalisation and economic growth. Thirty years have passed since liberalisation policies opened up the Indian economy, making ever more consumer goods available to those increasing numbers of Indians who could afford them. However, publications on consumptions have kept on framing the middle class and the Indian economy as ‘emergent’, as part of a wider advent of ‘emergent economies’ that through their growth were able ...