This volume examines new ways of conceptualizing consumption historically in South Asia through a series of case studies on different commodities and consuming groups. It argues that notwithstanding the widespread character of poverty and the absence of a mass consumer society, consumption...

"This book examines the emergence of professional advertising in western India during the interwar period. It explores the ways in which global manufacturers advanced a 'brand-name capitalism' among the Indian middle class by promoting the sale of global commodities during the 1920s and 1930s, a...