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"This fascinating and important collection of essays provides a timely corrective to social sciences approaches to the study of Indian culture and society. Any contemporary understanding of Indian modernity – caste, class, gender, intimacies, religiosity, citizenship, etc. – is incomplete without an understanding of how consumer cultures shape everyday lives. Focussing on both the colonial and post-colonial periods, the book’s contributors lucidly outline the multiple publics imagined by advertising as well as how people construct identities through varied acts of consumption."

Sanjay Srivastava, British Academy Global Professor, University College London

"This collection of articles, with a well written introduction, is an important contribution to the analysis of the process of growth and working of consumer capitalism in contemporary India. The major strength of this collection is its focus on a deep, as well as immediate, historical perspective behind complex intertwining social fields: production practices, market cultures and consumer choices. Well-informed by western sociological theories, the contributors have underlined the making and transformation of consumer culture from the restricted horizon of colonial environment to the glittering world of mass consumption and mass culture with its necessary predicaments."

Gautam Bhadra, Honorary Professor at the Centre For Studies in Social Sciences, India

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