000			01160pab a2200169 454500
008			180718b2001 xxu||||| |||| 00| 0 eng d
100			_aRajagopal, Arvind
245			_aThinking through emerging markets: brand logics and cultural forms of political society in India
260			_c2001
300			_ap.773-82
362			_a3 Mar
520			_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
650			_aMarket economy - India
650			_aMarket economy
773			_aEconomic and Political Weekly
909			_a47813
999			_c47813 _d47813