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  • 9 - Brandism vs. Bazaarism: Mediating Divinity in Banaras

  • Edited by Ajay Gandhi, Universiteit Leiden, Barbara Harriss-White, University of Oxford, Douglas E. Haynes, Dartmouth College, New Hampshire, Sebastian Schwecke, Indian Institute of Management, Calcutta
  • Book:
    Rethinking Markets in Modern India
    Published online:
    24 September 2020
    Print publication:
    01 October 2020, pp 234-268

  • Summary

    In 2002, India embarked on a plan to promote itself for investment, trade, and tourism with its “Incredible India” campaign, which brought together every possible government sector to market the nation. Now, after a huge influx of multinational products and shopping malls that feature them, global capitalism has transformed India’s commercial culture. “Brandism” has arrived. The bazaar, however, is a site of resistance and mediation to this process. It is an economic and moral system, where products and people are entangled in complex networks, creating, disciplining, and sacralizing various moods and modes of behavior. This is especially the case within the bazaars of the Pakka Mahal in Banaras - a center for religion, culture, and commerce for millennia. Based on nearly two decades of research in these bazaars, my chapter examines the logic and practice of what I call “Bazaarism,” with a focus on the role of reputation and trust in creating solidarities.