Bhaswati Bhattacharya – författare

This book brings together historical and ethnographic perspectives on Indian consumer identities.

Through an in-depth analysis of local, regional, and national histories of marketing, regulatory bodies, public and domestic practices, this interdisciplinary volume charts the emergence of Indian consumer society and discusses commodity consumption as a main feature of Indian modernity.

Nationalist discourse was shaped by moral struggles over consumption patterns that became a hallmark of middle-class identity. But a number of chapters demonstrate how a wide range of social strata were targeted as markets for everyday commodities associated with global lifestyles early on. A section of the book illustrates how a new group of professionals engaged in advertising trying to create a market shaped tastes and discourses and how campaigns provided a range of consumers with guidance on ‘modern lifestyles’. Chapters discussing advertisements for consumables like coffee and cooking oil, show these to be part of new public cultures. The ethnographic chapters focus on contemporary practices and consumption as a main marker of class, caste and community. Throughout the book consumption is shown to determine communal identities, but some chapters also highlight how it reshapes intimate relationships. The chapters explore the middle-class family, microcredit schemes, and metropolitan youth cultures as sites in which consumer citizenship is realised.

The book will be of interest to readers from a range of disciplines, including anthropology, history, geography, sociology, South Asian studies, and visual cultures.

This book brings together historical and ethnographic perspectives on Indian consumer identities.

Through an in-depth analysis of local, regional, and national histories of marketing, regulatory bodies, public and domestic practices, this interdisciplinary volume charts the emergence of Indian consumer society and discusses commodity consumption as a main feature of Indian modernity.

Nationalist discourse was shaped by moral struggles over consumption patterns that became a hallmark of middle-class identity. But a number of chapters demonstrate how a wide range of social strata were targeted as markets for everyday commodities associated with global lifestyles early on. A section of the book illustrates how a new group of professionals engaged in advertising trying to create a market shaped tastes and discourses and how campaigns provided a range of consumers with guidance on ‘modern lifestyles’. Chapters discussing advertisements for consumables like coffee and cooking oil, show these to be part of new public cultures. The ethnographic chapters focus on contemporary practices and consumption as a main marker of class, caste and community. Throughout the book consumption is shown to determine communal identities, but some chapters also highlight how it reshapes intimate relationships. The chapters explore the middle-class family, microcredit schemes, and metropolitan youth cultures as sites in which consumer citizenship is realised.

The book will be of interest to readers from a range of disciplines, including anthropology, history, geography, sociology, South Asian studies, and visual cultures.

So, what does the science say?Dr Bhaswati Bhattacharya gets to the heart of this often-asked question about Ayurveda, unpacks the evidence behind the ancient healing system, and shares its wisdom for good health and longevity. She does this while taking the reader on a journey, much like the one she took as a board-certified MD practicing medicine out of New York. As she answers the question of how we heal and why we heal, she delves into the three pillars of Ayurveda health – ahara (diet and food), vihara (lifestyle and activities), and aushadha (medicine), and shares tonics, recipes, and ancient advice. Structured around the rhythms of daily living, The Ayurveda Life is at once personal, prescriptive, and philosophical. It is as much a book about how to live as it is about how to heal. Here, Ayurveda is not a relic of ancient belief, but a living, breathing science and way of life. Here, the body, mind, and nature come together to help you slow down, pay attention to your body, and live a healthier, more harmonious life.