Conjunction between Consumption and Social Transformation in Modern India with a Focus on Political Representation of Key Consumer Goods

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This academic project concentrated on investigating the nexus between the commodities and socio-political representations in modern India through taking the examples from some specific commodities which strikingly accompanied socio-politicalconnotation in connection with nationalism, gender, economic contestation. Concrete commodities put under analysis included matches, glass ornaments and beedi(a sort of indigenous type of cigarette). In particular, it successfully illuminated the process in which the commodities which had been invented/developed in foreign countries like Europe or Japan underwent some kind of “vernacularization” through the arrangement of designs, labeling, etc., and thereby collaborated with the socio-political as well as economic dynamism of modern India.