The Emergence of Brand-Name Capitalism in Late Colonial India

The Emergence of Brand-Name Capitalism in Late Colonial India PDF

Author: Douglas E. Haynes

Publisher: Bloomsbury Publishing

Published: 2022-09-22

Total Pages: 329

ISBN-13: 1350278068

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This book examines the emergence of professional advertising in western India during the interwar period. It explores the ways in which global manufacturers advanced a 'brand-name capitalism' among the Indian middle class by promoting the sale of global commodities during the 1920s and 1930s, a time when advertising was first introduced in India as a profession and underwent critical transformations. Analysing the cultural strategies, both verbal and visual, used by foreign businesses in their advertisements to capture urban consumers, Haynes argues that the promoters of various commodities crystalized their campaigns around principles of modern conjugality. He also highlights the limitations of brand-name capitalism during this period, examining both its inability to cultivate markets in the countryside or among the urban poor, and its failure to secure middle-class customers. With numerous examples of illustrated advertisements taken from Indian newspapers, the book discusses campaigns for male sex tonics and women's medicines, hot drinks such as Ovaltine and Horlicks, soaps such as Lifebuoy, Lux and Sunlight, cooking mediums such as Dalda and electrical household technologies. By examining the formation of 'brand-name capitalism' and two key structures that accompanied it- the advertising agency and the field of professional advertising- this book sheds new light on the global consumer economy in interwar India, and places developments in South Asia into a larger global history of consumer capitalism.

The Emergence of Brand-name Capitalism in Late Colonial India

The Emergence of Brand-name Capitalism in Late Colonial India PDF

Author: Douglas E. Haynes

Publisher:

Published: 2022

Total Pages: 256

ISBN-13: 9781350286207

DOWNLOAD EBOOK →

"This book examines the emergence of professional advertising in western India during the interwar period. It explores the ways in which global manufacturers advanced a 'brand-name capitalism' among the Indian middle class by promoting the sale of global commodities during the 1920s and 1930s, a time when advertising was first introduced in India as a profession and underwent critical transformations. Analysing the cultural strategies, both verbal and visual, used by foreign businesses in their advertisements to capture urban consumers, Haynes argues that the promoters of various commodities crystalized their campaigns around principles of modern conjugality. He also highlights the limitations of brand-name capitalism during this period, examining both its inability to cultivate markets in the countryside or among the urban poor, and its failure to secure middle-class customers. With numerous examples of illustrated advertisements taken from Indian newspapers, the book discusses campaigns for male sex tonics and women's medicines, hot drinks such as Ovaltine and Horlicks, soaps such as Lifebuoy, Lux and Sunlight, cooking mediums such as Dalda and electrical household technologies. By examining the formation of 'brand-name capitalism' and two key structures that accompanied it- the advertising agency and the field of professional advertising- this book sheds new light on the global consumer economy in interwar India, and places developments in South Asia into a larger global history of consumer capitalism."--

The Emergence of Brand-Name Capitalism in Late Colonial India

The Emergence of Brand-Name Capitalism in Late Colonial India PDF

Author: Douglas E. Haynes

Publisher: Bloomsbury Publishing

Published: 2022-09-22

Total Pages: 329

ISBN-13: 135027805X

DOWNLOAD EBOOK →

This book examines the emergence of professional advertising in western India during the interwar period. It explores the ways in which global manufacturers advanced a 'brand-name capitalism' among the Indian middle class by promoting the sale of global commodities during the 1920s and 1930s, a time when advertising was first introduced in India as a profession and underwent critical transformations. Analysing the cultural strategies, both verbal and visual, used by foreign businesses in their advertisements to capture urban consumers, Haynes argues that the promoters of various commodities crystalized their campaigns around principles of modern conjugality. He also highlights the limitations of brand-name capitalism during this period, examining both its inability to cultivate markets in the countryside or among the urban poor, and its failure to secure middle-class customers. With numerous examples of illustrated advertisements taken from Indian newspapers, the book discusses campaigns for male sex tonics and women's medicines, hot drinks such as Ovaltine and Horlicks, soaps such as Lifebuoy, Lux and Sunlight, cooking mediums such as Dalda and electrical household technologies. By examining the formation of 'brand-name capitalism' and two key structures that accompanied it- the advertising agency and the field of professional advertising- this book sheds new light on the global consumer economy in interwar India, and places developments in South Asia into a larger global history of consumer capitalism.

A Business History of India

A Business History of India PDF

Author: Tirthankar Roy

Publisher:

Published: 2018-04-05

Total Pages: 313

ISBN-13: 1107186927

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Studying firms and entrepreneurs over three centuries, this book unravels the historical roots of the impressive business growth witnessed in contemporary India.

Stages of Capital

Stages of Capital PDF

Author: Ritu Birla

Publisher: Duke University Press

Published: 2009-01-14

Total Pages: 360

ISBN-13: 082239247X

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In Stages of Capital, Ritu Birla brings research on nonwestern capitalisms into conversation with postcolonial studies to illuminate the historical roots of India’s market society. Between 1870 and 1930, the British regime in India implemented a barrage of commercial and contract laws directed at the “free” circulation of capital, including measures regulating companies, income tax, charitable gifting, and pension funds, and procedures distinguishing gambling from speculation and futures trading. Birla argues that this understudied legal infrastructure institutionalized a new object of sovereign management, the market, and along with it, a colonial concept of the public. In jurisprudence, case law, and statutes, colonial market governance enforced an abstract vision of modern society as a public of exchanging, contracting actors free from the anachronistic constraints of indigenous culture. Birla reveals how the categories of public and private infiltrated colonial commercial law, establishing distinct worlds for economic and cultural practice. This bifurcation was especially apparent in legal dilemmas concerning indigenous or “vernacular” capitalists, crucial engines of credit and production that operated through networks of extended kinship. Focusing on the story of the Marwaris, a powerful business group renowned as a key sector of India’s capitalist class, Birla demonstrates how colonial law governed vernacular capitalists as rarefied cultural actors, so rendering them illegitimate as economic agents. Birla’s innovative attention to the negotiations between vernacular and colonial systems of valuation illustrates how kinship-based commercial groups asserted their legitimacy by challenging and inhabiting the public/private mapping. Highlighting the cultural politics of market governance, Stages of Capital is an unprecedented history of colonial commercial law, its legal fictions, and the formation of the modern economic subject in India.

Caste and Capitalism in Colonial India

Caste and Capitalism in Colonial India PDF

Author: David West Rudner

Publisher:

Published: 1995-01-01

Total Pages: 341

ISBN-13: 9788121506816

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Illustrations: 22 B/w Illustrations & 4 Maps Description: Caste and Capitalism in Colonial India presents an anthropological and historical challenge to the traditional assumptions about kinship, caste, and commercial organizations in South Asia. Focusing on the Nattukotai Chettiars, a merchant-banking caste that played a central role in South Indian banking and trade in the period from 1870 to 1930, Rudner explores the nature of non-capitalist economic formations and the impact of colonial rule on indigenous commercial systems, as well as variety and change among India's caste and ethnic groups. Regardless of theoretical perspectives adopted by anthropologists and historians studying social organization in South Asia, certain assumptions have remained unchallenged: that all castes are organized either by marriage alliance or status hierarchy and that caste structures are incompatible with the rational conduct of business. Drawing on extensive fieldwork and archival research, Rudner argues against such monolithic characterizations. He demonstrates that in the case of the Nattukotai Chettiars, caste and commerce are inextricably linked through formal and informal alliance, institutions, and practices crucial to the formation and distribution of capital. Rudner traces the growth of these structures over the course of the nineteenth and early twentieth centuries, exploring the ways in which Indian merchant-bankers used indigenous social structures to profit from colonial rule. Caste and Capitalism in Colonial India is the first comprehensive analysis of the interdependence among Indian business practice, social organization, and religion. Rudner's findings have significant implications for scholars of Asian history and anthropology.

A New Economic History of Colonial India

A New Economic History of Colonial India PDF

Author: Latika Chaudhary

Publisher: Routledge

Published: 2015-08-20

Total Pages: 284

ISBN-13: 1317674332

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A New Economic History of Colonial India provides a new perspective on Indian economic history. Using economic theory and quantitative methods, it shows how the discipline is being redefined and how new scholarship on India is beginning to embrace and make use of concepts from the larger field of global economic history and economics. The book discusses the impact of property rights, the standard of living, the labour market and the aftermath of the Partition. It also addresses how education and work changed, and provides a rethinking of traditional topics including de-industrialization, industrialization, railways, balance of payments, and the East India Company. Written in an accessible way, the contributors – all leading experts in their fields – firmly place Indian history in the context of world history. An up-to-date critical survey and novel resource on Indian Economic History, this book will be useful for undergraduate and postgraduate courses on Economic History, Indian and South Asian Studies, Economics and Comparative and Global History.

Imperialism, Nationalism, and the Making of the Indian Capitalist Class, 1920-1947

Imperialism, Nationalism, and the Making of the Indian Capitalist Class, 1920-1947 PDF

Author: Aditya Mukherjee

Publisher:

Published: 2002

Total Pages: 461

ISBN-13: 9788178290591

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This book describes and analyzes the emergence and evolution of the Indian capitalist class and its relationship with imperialism and nationalism. It also provides a comprehensive economic history of colonial India in the first half of the 20th century. Based on extensive empirical data, this is the first detailed, thoroughly researched and comprehensive account of the position of the Indian capitalist class.

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