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dc.contributor.authorHussain, Mobeenen
dc.date.accessioned2021-11-05T00:30:20Z
dc.date.available2021-11-05T00:30:20Z
dc.date.issued2021-09-03en
dc.identifier.issn0085-6401
dc.identifier.urihttps://www.repository.cam.ac.uk/handle/1810/330299
dc.description.abstractThis article traces the evolution of branded commodity advertising and consumption from corporeal health concerns to the racialisation of beauty through skin-lightening cosmetics in late colonial India. It centres two empirical foci: the marketing of personal hygiene products to Indian markets, and their racialised and gendered consumption. This article argues that the imperial economy tapped into and commodified ideals of cleanliness, beauty and fairness through marketing—ideals that continue to pervade contemporary South Asian communities. Contrary to claims that multinational corporations permeated Indian markets after the economic liberalisation of the late 1980s, there is a much deeper genealogy to the racialised imperial economy operating in European colonies. This article also examines the phenomenological underpinnings of imperial whiteness in colonial encounters to demonstrate how certain commodities appealed to Indians as ‘modern’ consumers, as well as how middle-class Indians and local entrepreneurs became active participants in the demand for, consumption and production of personal hygiene commodities.
dc.languageenen
dc.publisherInforma UK Limited
dc.rightsAttribution-NonCommercial 4.0 International
dc.rights.urihttps://creativecommons.org/licenses/by-nc/4.0/
dc.titleCombining Global Expertise with Local Knowledge in Colonial India: Selling Ideals of Beauty and Health in Commodity Advertising (c. 1900–1949)en
dc.typeArticle
prism.endingPage947
prism.issueIdentifier5en
prism.publicationDate2021en
prism.publicationNameSouth Asia: Journal of South Asian Studiesen
prism.startingPage926
prism.volume44en
dc.identifier.doi10.17863/CAM.77743
dcterms.dateAccepted2021-04-21en
rioxxterms.versionofrecord10.1080/00856401.2021.1968599en
rioxxterms.versionAM
rioxxterms.licenseref.urihttp://www.rioxx.net/licenses/all-rights-reserveden
rioxxterms.licenseref.startdate2021-09-03en
dc.identifier.eissn1479-0270
rioxxterms.typeJournal Article/Reviewen
cam.issuedOnline2021-09-05en
cam.orpheus.success2021-11-04 - Embargo set during processing via Fast-track
rioxxterms.freetoread.startdate2023-03-05


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Attribution-NonCommercial 4.0 International
Except where otherwise noted, this item's licence is described as Attribution-NonCommercial 4.0 International