ISSN (Print) - 0012-9976 | ISSN (Online) - 2349-8846

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Brand Logics and Cultural Forms of Poltical Society in India

Thinking through Emerging Markets

While political mobilisation involves the championing of narratives to unite groups and individuals in particular ways, markets too use modes of address and rhetoric that may complicate these larger narratives. In their attempts to reach the rural hinterland, businesses seek not merely to establish a brand, but also its significance for consumers. They need then to ask questions like - What kind of political performatives might consumer goods make possible What cultural identities are reinforced in the process of market extension? It is to meet this increasing competition that businesses have also resorted to 'Hindu' symbols as a way to reach new consumers.

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