Discover the transformative rise of enterprise culture in neoliberal India, impacting youth, class, work, and media. This book offers pioneering insights, drawing on extensive ethnographic research to explore how an aspiring, enterprising self is forged across Indian society. Delve into the multifaceted manifestations of this culture, from public discourse and media representations to personal lives and urban politics. Understand the social and political implications reshaping relationships and identities in modern India. Essential for scholars, students of South Asian studies, sociology, anthropology, and media, and anyone seeking to grasp India’s dynamic social transformation.