01109pab a2200145 454500008004000000100002200040245010100062260000900163300001300172362001000185520068800195650002700883650001900910773003400929180718b2001   xxu||||| |||| 00| 0 eng d  aRajagopal, Arvind  aThinking through emerging markets: brand logics and cultural forms of political society in India  c2001  ap.773-82  a3 Mar  aWhile 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. - Reproduced  aMarket economy - India  aMarket economy  aEconomic and Political Weekly