In 1991 new economic policies were adapted by the Indian state which led to a greater role of the market. The Indian middle class learnt that ‘thrift’ was not a virtue, and ‘shopping was legitimate pleasure’.
This period saw other significant developments like the rise of Hindutva; assertion of marginalized castes; and increasing institutionalization of feminism.
The book exhibiits how consumerism, combined with ideas of individualism, empowerment and choice in a contemporary public culture, made way for an instant, feel-good, and then aggressive nationalism.
The chapters offer detailed studies of advertisements; everyday details in the English-language print media; the communicative abundance of television and many more.
‘Refashioning India’ is a chronicle of contemporary India, written by an author who is as much a participant member as an observer of everyday life in a changing India.