The Emergence of Brand-Name Capitalism in Late Colonial India: Advertising and the Making of Modern Conjugality
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The Emergence of Brand-Name Capitalism in Late Colonial India: Advertising and the Making of Modern Conjugality

SKU: 9781350278042

₹11,210.00

Uncover the origins of brand-name capitalism in Late Colonial India, where advertising pioneered modern conjugality. This insightful study examines the 1920s-30s, revealing how global firms used iconic brands like Horlicks, Lux, and Dalda to target India’s burgeoning middle class. Delve into the visual and verbal strategies that defined early Indian consumer culture and its impact on domestic life. Essential for scholars of economic history, South Asian studies, and marketing professionals keen to understand India’s evolving consumer landscape.

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