GUILTY AS BOUGHT: THE HIDDEN FORCES SHAPING WHY INDIANS BUY

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THE REFERENCE INDEX

Jump to:

• PART 1 – THE BOOKSCAPE
• PART 2 – THE CONSCIOUS
• PART 3 – THE PRE-CONSCIOUS
• PART 4 – THE SUB-CONSCIOUS
• PART 5 – WHY WE CONSUME WHAT WE DO

PART 1 – THE BOOKSCAPE

Bijapurkar, Rama. We Are Like That Only: Understanding the Logic of Consumer India. Goodreads. Accessed January 29, 2025. https://www.goodreads.com/book/show/2764577-we-are-like-that-only.

Desai, Santosh. Mother Pious Lady: Making Sense of Everyday India. Goodreads. Accessed January 29, 2025. https://www.goodreads.com/book/show/8372505-mother-pious-lady.

Gupta, Dipankar. Mistaken Modernity: India Between Worlds. Goodreads. Accessed January 29, 2025. https://www.goodreads.com/book/show/1031391.Mistaken_Modernity.

“Culture.” Budding Sociologist. Accessed January 29, 2025. https://buddingsociologist.in/culture/.

Hindu American Foundation. “The Purpose of the Bindi.” Accessed January 29, 2025. https://www.hinduamerican.org/blog/the-purpose-of-the-bindi/.

Hofstede Insights. “What Do We Mean by Culture?” Hofstede Insights. Accessed January 29, 2025. https://news.hofstede-insights.com/news/what-do-we-mean-by-culture.

“What is Culture?” UCANR. Accessed January 29, 2025. https://ucanr.edu/blogs/statewidemgnews/blogfiles/74440.pdf.

United Nations. “India Overtakes China as the World’s Most Populous Country.” UN DESA Policy Brief No. 153. Accessed January 29, 2025. https://www.un.org/development/desa/dpad/publication/un-desa-policy-brief-no-153-india-overtakes-china-as-the-worlds-most-populous-country/.

“This Story About Samosa’s Origin Will Break Your Heart.” Times of India. Accessed January 29, 2025. https://recipes.timesofindia.com/articles/food-facts/this-story-about-samosas-origin-will-break-your-heart/photostory/62220155.cms?picid=62220231.

World Bank. “India’s Growth to Remain Resilient Despite Global Challenges.” World Bank Press Release. October 3, 2023. https://www.worldbank.org/en/news/press-release/2023/10/03/india-s-growth-to-remain-resilient-despite-global-challenges.

“India Likely to Have Strongest Digital Infrastructure Outside of China: Ericsson CEO.” Economic Times. Accessed January 29, 2025. https://telecom.economictimes.indiatimes.com/news/india-likely-to-have-strongest-digital-infrastructure-outside-of-china-ericsson-ceo/95004928.

“MOTN Poll: Pandemic, Recession, Protests Couldn’t Lock Down PM Narendra Modi.” India Today. January 21, 2021. https://www.indiatoday.in/mood-of-the-nation/story/motn-poll-pandemic-recession-protests-couldn-t-lock-down-pm-narendra-modi-1761508-2021-01-21.

“India Stays Buoyant and Ranks 3rd in Optimism: November 2023.” Ipsos What Worries the World Global Monthly. November 2023. https://www.ipsos.com/en-in/india-stays-buoyant-and-ranks-3rd-optimism-november-2023-ipsos-what-worries-world-global-monthly.

“Understanding India’s Workforce Transition.” SHRAM. Accessed January 29, 2025. https://www.shram.org/uploadFiles/20170621121921.pdf.

“Gen Z and Millennials: Reshaping the Future of the Indian Workforce.” Business Standard. December 18, 2022. https://www.business-standard.com/article/technology/gen-z-and-millennials-reshaping-the-future-of-the-indian-workforce-122121800633_1.html.

“Youth Bulge: A Demographic Dividend or a Demographic Bomb in Developing Countries?” World Bank Blogs. Accessed January 29, 2025. https://blogs.worldbank.org/developmenttalk/youth-bulge-a-demographic-dividend-or-a-demographic-bomb-in-developing-countries.

“Amrit Kaal: Meaning, Origin Explained.” The Quint. Accessed January 29, 2025. https://www.thequint.com/news/india/amrit-kaal-meaning-origin-explained-union-budget-2022.

“Review and Summary: The Tipping Point by Malcolm Gladwell.” NTU Library Blogs. April 9, 2019. https://blogs.ntu.edu.sg/ntulibrary/2019/04/09/review-and-summary-the-tipping-point-by-malcolm-gladwell/.

Ghemawat, Pankaj, and Thomas Hout. “Is India the World’s Next Great Economic Power?” Harvard Business Review. September 2023. https://hbr.org/2023/09/is-india-the-worlds-next-great-economic-power.

Miller, Daniel. “Consumption and Commodities.” Annual Review of Anthropology 24 (1995): 141–167. https://www.annualreviews.org/doi/abs/10.1146/annurev.an.24.100195.001041.

Arnould, Eric J., and Craig J. Thompson. “Consumer Culture Theory (CCT): Twenty Years of Research.” Journal of Consumer Research 31, no. 4 (2005): 868–882. https://www.jstor.org/stable/10.1086/426626.

Arnould, Eric J., and Craig J. Thompson. “Consumer Culture Theory (CCT): Twenty Years of Research.” ResearchGate. Accessed January 29, 2025. https://www.researchgate.net/publication/23547229_Consumer_Culture_Theory_CCT_Twenty_Years_of_Research.

Kozinets, Robert V. “Netnography: Doing Ethnographic Research Online.” Journal of Consumer Research. Accessed January 29, 2025. https://www.researchgate.net/publication/267922181_Netnography_Doing_Ethnographic_Research_Online.

“Consumption and Economic Growth in Asia.” Hilaris Publisher. Accessed January 29, 2025. https://www.hilarispublisher.com/open-access/the-effect-of-consumption-on-economic-growth-in-asia-2375-4389-1000259.pdf.

McCracken, Grant. “Culture and Consumption: A Theoretical Account of the Structure and Movement of the Cultural Meaning of Consumer Goods.” Journal of Consumer Research 13, no. 1 (1986): 71–84. https://doi.org/10.1086/209048.

Kim, Hae. “The Effect of Consumption on Economic Growth in Asia.” Journal of Global Economics 5, no. 3 (2017): 1–8. https://doi.org/10.4172/2375-4389.1000259.

Harris, Jonathan. “Consumption and the Environment.” In Frontiers of Environmental Economics, edited by Henk Folmer and Tom Tietenberg, 269–294. Cheltenham, UK: Edward Elgar Publishing, 2005.

“Consumer Society and Sustainable Consumption.” Boston University ECI. November 2019. https://www.bu.edu/eci/files/2019/11/Consum-Pt8.pdf.”Consumption and Consumer Society.” Boston University ECI. October 2019. https://www.bu.edu/eci/files/2019/10/Consumption_and_Consumer_Society.pdf.

“The Nonchalance of Small Changes.” Association for Psychological Science. Accessed January 29, 2025. https://www.psychologicalscience.org/observer/nonchalance-of-small-changes.

Cherry, Kendra. “What Is Top-Down Processing?” Verywell Mind. Accessed January 29, 2025. https://www.verywellmind.com/what-is-top-down-processing-2795975.

Bowman, Katy. “Orange Autopsy: The Complexity of Movement.” Nutritious Movement. Accessed January 29, 2025. https://www.nutritiousmovement.com/orange-autopsy/.

“Freud’s Levels of the Preconscious Mind.” Study.com. Accessed January 29, 2025. https://study.com/learn/lesson/freud-levels-preconscious-mind.html.

“Amrit Kaal: Nirmala Sitharaman’s Budget 2023 and Narendra Modi’s Vision.” India Today. February 1, 2023. https://www.indiatoday.in/india/story/amrit-kaal-nirmala-sitharaman-budget-2023-narendra-modi-2329026-2023-02-01.

PART 2 – THE CONSCIOUS

Anderson, James C., James A. Narus, and Wouter van Rossum. “Business Marketing: Understand What Customers Value.” Harvard Business Review. November 1998. https://hbr.org/1998/11/business-marketing-understand-what-customers-value.

“Austrian School of Economics.” Britannica. Accessed January 29, 2025. https://www.britannica.com/money/topic/Austrian-school-of-economics.

“Utility Definition.” Economic Times. Accessed January 29, 2025. https://economictimes.indiatimes.com/definition/utility.

Kluckhohn, Clyde. “The Value Concept in Sociology.” American Sociological Review 7, no. 1 (1942): 1–16. https://doi.org/10.2307/2085643.

“Throwback Thursday: Applauding Deepikaji’s Paarkhi Nazar and Nirma Super.” Exchange4Media. Accessed January 29, 2025. https://www.exchange4media.com/advertising-news/throwback-thursday-applauding-deepikajis-paarkhi-nazar-and-nirma-super-123557.html.

“How the Indian Economy is Built on Generosity.” BBC Travel. May 28, 2021. https://www.bbc.com/travel/article/20210528-how-the-indian-economy-is-built-on-generosity.

“Why We Derive Pleasure from Frugality.” Times of India. Accessed January 29, 2025. https://timesofindia.indiatimes.com/india/why-we-derive-pleasure-from-frugality/articleshow/95184370.cms?from=mdr.

“Colgate’s New Toothpaste Tube Technology.” CNN. April 28, 2021. https://edition.cnn.com/2021/04/28/us/colgate-new-toothpaste-tube-tech-scn-trnd/index.html

“How Indians Can Teach You to Be Frugal.” Medium. Accessed January 29, 2025. https://medium.com/the-ascent/how-indians-can-teach-you-to-be-frugal-172e384158fd.

Govindarajan, Vijay, and Ravi Ramamurti. “Think Like an Indian Entrepreneur.” Harvard Business Review. December 2011. https://hbr.org/2011/12/think-like-an-indian-entrepren.

Gupta, Saiba. Jugaad Smartness: Frugal Innovation in India. Politecnico di Milano. Accessed January 29, 2025. https://www.politesi.polimi.it/bitstream/10589/143767/1/Thesis_Jugaad%20Smartness_Saiba%20Gupta.pdf.

“Frugal Innovation in India: The Case of Tata Nano.” ResearchGate. Accessed January 29, 2025. https://www.researchgate.net/publication/282791752_Frugal_innovation_in_India_The_case_of_Tata_Nano.

“Mitticool Clay Refrigerator (50 Liter).” Mitticool. Accessed January 29, 2025. https://mitticool.com/product/mitticool-clay-refrigerator50-liter/.

Radjou, Navi, Jaideep Prabhu, and Simone Ahuja. Jugaad Innovation: Think Frugal, Be Flexible, Generate Breakthrough Growth. San Francisco: Jossey-Bass, 2012.

“Frugal Innovations Face Sustainability Problems.” Financial Express. Accessed January 29, 2025. https://thefinancialexpress.com.bd/views/opinions/frugal-innovations-face-sustainability-problem-1525619371.

“Frugality in the Indian Context: Affordable Excellence.” ResearchGate. Accessed January 29, 2025. https://www.researchgate.net/publication/311099198_Frugality_in_Indian_Context_What_Makes_India_a_Lead_Market_for_Affordable_Excellence.”

“The Price Point Pack.” Packaging South Asia, published approximately 18.1 years ago. https://packagingsouthasia.com/zarchive/the-price-point-pack/

Srinivasa, Bala, and T.N. Hari. “CavinKare – Shampoo Sachet That Was the True Pioneer of Middle India Market.” ThePrint, November 12, 2022. https://theprint.in/pageturner/excerpt/cavinkare-shampoo-sachet-that-was-the-true-pioneer-of-middle-india-market/1209049/

Vaidyanathan, Ranjani. “Buying Less, More Often: An Evaluation of Sachet Marketing Strategy in an Emerging Market.” ResearchGate, 2010. https://www.researchgate.net/publication/233676293_Buying_less_more_often_An_evaluation_of_sachet_marketing_strategy_in_an_emerging_market.

“The India Playbook: The Sachet Economy.” Performonks. Accessed January 29, 2025. https://performonks.substack.com/p/the-india-playbook-the-sachet-economy.

“The Hearth of the Matter: Kitchens, Mumbai, Ways of Eating.” Himal Southasian, July 2022. https://www.himalmag.com/the-hearth-of-the-matter-kitchens-mumbai-ways-of-eating-2022/.

“Less Than 10 Percent Indian Men Involved in Household Chores: Survey.” India Today, October 13, 2020. https://www.indiatoday.in/diu/story/less-than-10-percent-indian-men-involved-household-chores-survey-1731199-2020-10-13.

“The Evolution of the Great Indian Kitchen.” Livspace, September 16, 2021. https://www.livspace.com/in/magazine/evolution-of-the-great-indian-kitchen.

“Indian Cooking: How the Pressure Cooker Changed the Way We Cook.” CN Traveller, May 7, 2021. https://www.cntraveller.in/story/indian-cooking-how-the-pressure-cooker-changed-the-way-we-cook/.

“Sumeet Mixie: Nostalgia and Engineering in India.” The Better India, January 6, 2020. https://www.thebetterindia.com/169677/sumeet-mixie-nostalgia-engineer-india/.

“The History of Refrigerators in India.” Croma, October 10, 2021. https://www.croma.com/unboxed/history-of-refrigerators-in-india.

“Gizmos and Gadgets in the Kitchen.” ANI News, June 24, 2022. https://www.aninews.in/news/lifestyle/food/gizmos-and-gadgets-in-the-kitchen20220624132135/.

“Remembering the Mixie.” Times of India, October 7, 2019. https://timesofindia.indiatimes.com/blogs/Citycitybangbang/remembering-the-mixie/.

“Time Spent Cooking Per Week Among Consumers by Country.” Statista, March 22, 2022. https://www.statista.com/statistics/420719/time-spent-cooking-per-week-among-consumers-by-country/.

Patel, Megha. “Women Belong in the Kitchen: A Feminist Analysis of Domestic Kitchen and Cooking.” Feminism in India, April 4, 2023. https://feminisminindia.com/2023/04/04/women-belong-in-the-kitchen-a-feminist-analysis-of-domestic-kitchen-and-cooking/.

“Home Chefs and Food Startups Stirring Up the Indian Food Industry.” Economic Times, May 10, 2021. https://hospitality.economictimes.indiatimes.com/news/speaking-heads/home-chefs-and-food-startups-stirring-up-the-indian-food-industry/84560854.

“Indian Food Services Market to Hit $13 Billion in GMV by 2025.” Business Standard, August 30, 2021. https://www.business-standard.com/article/economy-policy/indian-food-services-market-to-hit-13-billion-in-gmv-by-2025-121083000362_1.html.

“Cloud Kitchens to Completely Change the Face of Restaurant Biz.” Business Today, September 23, 2021. https://www.businesstoday.in/lifestyle/food/story/cloud-kitchens-to-completely-change-the-face-of-restaurant-biz-307474-2021-09-23.

“Time vs Money.” Times of India, November 15, 2021. https://timesofindia.indiatimes.com/blogs/adi-bytes/time-vs-money/.

“Having No Life’s Is the New Aspirational Lifestyle.” Forbes India, November 21, 2017. https://www.forbesindia.com/article/harvard-business-school/having-no-lifes-is-the-new-aspirational-lifesstyle/47445/1.

“996 Culture Catching Up in India, Shows Godrej Interio Survey.” Economic Times, November 21, 2019. https://economictimes.indiatimes.com/jobs/996-culture-catching-up-in-india-shows-godrej-interio-survey/articleshow/71628570.cms?from=mdr.

“The Value of Time.” Deccan Herald, August 5, 2022. https://www.deccanherald.com/opinion/the-value-of-time-1183612.html.

“The Price-Value Equation: Indian Consumers’ Purchase Behavior Is Evolving.” Financial Express, November 11, 2021. https://www.financialexpress.com/lifestyle/the-price-value-equation-indian-consumers-purchase-behaviour-is-evolving/1447120/.

“Disrupting the Plate: How Tech Startups Are Revolutionising Organic Food Distribution in India.” Inc42, October 4, 2021. https://inc42.com/resources/disrupting-the-plate-how-tech-startups-are-revolutionising-organic-food-distribution-in-india/.

“From Fast Food to Fresh Greens: Urban Indians Increasing Shift to Healthier Food Habits.” Times of India, July 3, 2021. https://timesofindia.indiatimes.com/blogs/voices/from-fast-food-to-fresh-greens-urban-indians-increasing-shift-to-healthier-food-habits/.

“About 2 in 5 Indians Seek Multifunctional Benefits in Food and Drink, Mintel Research Reveals.” Mintel, September 15, 2021. https://www.mintel.com/press-centre/about-2-in-5-indians-seek-multifunctional-benefits-in-food-and-drink-mintel-research-reveals/.

“60% in India Willing to Pay a Premium for Sustainability Products, Reveals Survey.” Times of India, April 18, 2022. https://timesofindia.indiatimes.com/business/india-business/60-in-india-willing-to-pay-a-premium-for-sustainability-products-reveals-survey/articleshow/92030126.cms?from=mdr.

“Embrace Ethical Consumerism: Elevate Your Lifestyle with Mindful Food Choices.” News18, March 24, 2022. https://www.news18.com/lifestyle/health-and-fitness-embrace-ethical-consumerism-elevate-your-lifestyle-with-mindful-food-choices-8678383.html.

“MyGov: Digital India 2022.” MyGov India, July 2022. https://static.mygov.in/indiancc/2022/07/mygov-10000000001821575919.pdf.

“Artisanal Luxury: A Niche Food Trend Goes Mainstream.” India Today, February 28, 2021. https://www.indiatoday.in/india-today-insight/story/artisanal-luxury-a-niche-food-trend-goes-mainstream-1774022-2021-02-28.

“The Influence of Digital Media on the Indian Luxury Market.” Wiley Online Library, 2020. https://onlinelibrary.wiley.com/doi/10.1002/mar.21670.

“A Conquest by Super Apps: Is India Ready for the Next Big Change?” Inc42, June 23, 2021. https://inc42.com/features/a-conquest-by-super-apps-is-india-ready-for-the-next-big-change/.

“Gift My Gut: Home for Gut Health.” Gift My Gut. Accessed January 29, 2025. https://giftmygut.com/.

“Bellebox: Sustainable Beauty Essentials.” Vanity Wagon. Accessed January 29, 2025. https://vanitywagon.in/pages/bellebox.

“Fashion Personalisation: The Ultimate Guide.” Intelistyle. Accessed January 29, 2025. https://www.intelistyle.com/fashion-personalisation-the-ultimate-guide/.

“Heritage and Legacy: A Focus on Craftsmanship.” Waterfield Advisors. Accessed January 29, 2025. https://waterfieldadvisors.com/heritage.

“Having an Indian Heart: The Role of Tradition in Modern India.” Business Standard, January 8, 2008. https://www.business-standard.com/article/management/having-an-indian-heart-108010801008_1.html.

“Outlet Malls: Where India’s Discount Hunters Meet Top Brands.” Livemint, May 27, 2022. https://www.livemint.com/news/india/outlet-malls-where-india-s-discount-hunters-meet-top-brands-11696266976887.html.

“Recent Advances in Artificial Intelligence: Trends and Impact.” MDPI, November 20, 2021. https://www.mdpi.com/2076-3417/11/13/6022.

“Price Aggregator: Finding the Best Deals Online.” FasterCapital, January 15, 2022. https://fastercapital.com/content/Price-aggregator–Price-Aggregators–Finding-the-Best-Deals-Online.html.

“Shuffle Your Cards Smartly for Credit Card Offers.” Economic Times, March 9, 2008. https://economictimes.indiatimes.com/wealth/spend/shuffle-your-cards-smartly-for-credit-card-offers/articleshow/2506802.cms.

“Sustainability in Marketing: Innovations in Consumer Behavior.” Springer Link, December 2020. https://link.springer.com/article/10.1007/s11747-019-00696-0.

“Celine, Chanel, Gucci: The Superfake Handbag Market.” New York Times, May 4, 2023. https://www.nytimes.com/2023/05/04/magazine/celine-chanel-gucci-superfake-handbags.html.

“Know About Lab-Grown Diamonds.” Fiona Diamonds. Accessed January 29, 2025. https://www.fionadiamonds.com/pages/know-about-lab-grown-diamonds.

“Lab-Grown Leather: A Sustainable Alternative.” Earth.org, September 15, 2021. https://earth.org/lab-grown-leather/.

“LVMH and Fendi: Opening the Door to Sustainable Faux Fur.” Vogue Business, April 12, 2021. https://www.voguebusiness.com/sustainability/lvmh-fendi-open-the-door-to-sustainable-plastic-free-faux-fur.

“China’s Second-Hand Luxury Market Booming: Here’s Why Buying.” South China Morning Post, August 14, 2021. https://www.scmp.com/magazines/style/luxury/article/3194627/chinas-second-hand-luxury-market-booming-heres-why-buying.

“How Vinted Works: Sustainable Fashion Marketplace.” Vinted. Accessed January 29, 2025. https://www.vinted.com/how_it_works.

“Our Concept: Sustainable Fashion at Vestiaire Collective.” Vestiaire Collective. Accessed January 29, 2025. https://www.vestiairecollective.com/journal/our-concept-page/.

“The Role of AI in the Circular Economy.” ScienceDirect, September 2020. https://www.sciencedirect.com/science/article/pii/S1366554520307171.

“Is There a Role for Informal Waste Pickers in the New Waste Economy?” Times of India, January 16, 2021. https://timesofindia.indiatimes.com/blogs/developing-contemporary-india/is-there-a-role-for-informal-waste-pickers-in-the-new-waste-economy/?source=app&frmapp=yes.

“Right to Repair India: A New Era of Consumer Rights.” Right to Repair India, June 2022. https://righttorepairindia.gov.in/.

Altiant. “New Models of Ownership in Luxury.” International Consultancy Group, January 2020. https://theicg.co.uk/wp-content/uploads/2020/01/New-Models-of-Ownership-in-Luxury-by-Altiant.pdf.

Whitler, Kimberly. “A New Business Trend: Shifting from a Service Model to a Subscription-Based Model.” Forbes, January 17, 2016. https://www.forbes.com/sites/kimberlywhitler/2016/01/17/a-new-business-trend-shifting-from-a-service-model-to-a-subscription-based-model/?sh=5d1a43f34a5f.

“Everything as a Service.” We Are Brain, January 5, 2020. https://wearebrain.com/blog/everything-as-a-service/.

“Vehicle as a Service.” Deloitte, 2020. https://www2.deloitte.com/content/dam/Deloitte/de/Documents/consumer-industrial-products/vehicle-as-a-service_deloitte.pdf.

Kelley, John. Simplexity: Why Simple Things Become Complex (and How Complex Things Can Be Made Simple). New York: Hachette Books, 2003. https://www.amazon.com/Simplexity-Simple-Things-Become-Complex/dp/1401303013.

“Media and Entertainment Industry Overview.” Marketing Charts, September 9, 2020. https://www.marketingcharts.com/industries/media-and-entertainment-37759.

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“The Future of Influencer Marketing: Where Is It Heading?” Influencity, December 5, 2022. https://influencity.com/blog/en/the-future-of-influencer-marketing-where-is-it-heading.

Srinivasan, S., and S. S. R. Anjaneyulu. “Web3 and Blockchain for Modernizing the Reseller Market.” Proceedings of the 2023 IEEE International Conference on Blockchain and Cryptocurrency (ICBC), 2023, 1–5. https://doi.org/10.1109/ICBC.2023.10338900.

“A Pioneering Approach.” Bharat Petroleum, 2022. https://www.bharatpetroleum.in/about-bpcl/our-journey/a-pioneering-approach.aspx.

Sharma, R. “Retailing in India: A Historical Perspective.” JSTOR, January 2002. https://www.jstor.org/stable/1250837.

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“Lijjat Papad Success Story: How Seven Women Created an Iconic Brand Loved by Millions of Indians with Just Rs 80.” Zee News, December 16, 2021. https://zeenews.india.com/companies/lijjat-papad-success-story-how-seven-women-created-an-iconic-brand-loved-by-millions-of-indians-with-just-rs-80-2661675.html.

“Remembering the Mixie.” Times of India, January 16, 2021. https://timesofindia.indiatimes.com/blogs/Citycitybangbang/remembering-the-mixie/.

“D is for Dining Table: A Place to Eat, Share, Study, Play, and Bond.” The Hindu BusinessLine, December 25, 2023. https://www.thehindubusinessline.com/catalyst/d-is-for-dining-table-a-place-to-eat-share-study-play-and-bond/article67368941.ece

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“Kinetic Luna.” Wikipedia. Accessed January 29, 2025. https://en.wikipedia.org/wiki/Kinetic_Luna.

“Retailing in India: A Historical Perspective.” Project Muse, 2000. https://muse.jhu.edu/pub/4/article/191199/pdf.

“Emergence of Modern Indian Retail: An Historical Perspective.” ResearchGate, 2012. https://www.researchgate.net/publication/241606587_Emergence_of_modern_Indian_retail_An_historical_perspective.

“Indian IT and ITes Journey: Liberalization and Beyond.” Livemint, January 5, 2022. https://www.livemint.com/Opinion/fNjocJ9cwlGCDqLWt2OjXP/Indian-IT-and-ITeS-journey-Liberalization-and-beyond.html.

Bhan, Niti. “Causes and Consequences of the IT Boom in India.” CASI, February 5, 2016. https://casi.sas.upenn.edu/sites/default/files/bio/uploads/Causes_and_Consequences_of_IT_Boom.pdf (Pages 7-8).

YouTube Video: Niti Bhan – Whirlpool 2003. YouTube, uploaded by Niti Bhan, October 22, 2021. https://www.youtube.com/watch?v=ALxiXkHxqCc.

Bhan, Niti. “Whirlpool and the Changing Consumer Landscape in India.” Perspective NB, September 2012. https://perspectivenb.files.wordpress.com/2012/09/niti_bhan_whirlpool-2003.pdf.

“History of Doordarshan.” DAV University, September 2020. https://www.davuniversity.org/images/files/study-material/History%20of%20DD.pdf (pages 9-10).

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“What Was the Licence Raj, and Why Is India Better Off Without It?” Business Standard, August 9, 2023. https://www.business-standard.com/india-news/explained-what-was-licence-raj-and-why-is-india-better-off-without-it-123080900215_1.html.

“Ease of Doing Business in India.” Make in India, January 29, 2025. https://www.makeinindia.com/eodb.

“415 Million People Exited Poverty in India in 15 Years: UN Report.” Times of India, January 29, 2025. https://timesofindia.indiatimes.com/india/415-million-people-exited-poverty-in-india-in-15-years-un-report/articleshow/101678289.cms.

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“400 Vande Bharat Trains in Next Three Years: FM Sitharaman.” Livemint, February 1, 2022. https://www.livemint.com/budget/news/budget-2022-400-vande-bharat-trains-in-next-three-years-says-fm-sitharaman-11643694293656.html.

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“India’s Craze for SUVs: There’s More to It Than Meets the Eye.” Economic Times, January 29, 2025. https://economictimes.indiatimes.com/industry/auto/cars-uvs/indias-craze-for-suvs-theres-more-to-it-than-meets-the-eye/articleshow/104551295.cms?from=mdr.

“India’s Mobile-Only Economy.” Morgan Stanley, January 29, 2025. https://www.morganstanley.com/ideas/india-mobile-only-economy.

“India’s Telecom Revolution: From Early Landline Days to 5G.” Voice & Data, January 29, 2025. https://www.voicendata.com/indias-telecom-revolution-from-early-landline-days-to-5g/.

“The Economics Behind India’s Super-Cheap $0.26 Per GB Mobile Data.” Medium, January 29, 2025. https://medium.com/swlh/the-economics-behind-indias-super-cheap-0-26-per-gb-mobile-data-40f28bdd7774.

“India Becomes 2nd Largest Mobile Manufacturing Nation.” Economic Times, January 29, 2025. https://economictimes.indiatimes.com/industry/cons-products/electronics/india-becomes-2nd-largest-mobile-manufacturing-nation-counterpoint/articleshow/102715599.cms?from=mdr.

“Countries with Cheapest Mobile Data as of September 2023.” Times of India, January 29, 2025. https://timesofindia.indiatimes.com/gadgets-news/countries-with-cheapest-mobile-data-as-of-september-2023/photostory/105257908.cms?picid=105257926.

“Internet Penetration Post Jio: Expected Boost to GDP by 5 Percent.” Competitiveness Report, January 29, 2025. https://www.competitiveness.in/internet-penetration-post-jio-expected-boost-gdp-5-percent/.

“Reliance Jio’s Entry Would Boost India GDP by 5.65% Every Year.” Livemint, January 29, 2025. https://www.livemint.com/Industry/BVdtkH8kwZkTKK1zGdmEOP/Reliance-Jios-entry-would-boost-India-GDP-by-565-everyt.html.

“Indians Accounted for 5% of Global Mobile App Downloads in 2022.” Inc42, January 29, 2025. https://inc42.com/buzz/indians-accounted-for-5-of-global-mobile-app-downloads-in-2022-report/.

“Banks Approve Reduced Fees for UPI, RuPay.” Times of India, January 29, 2025. https://timesofindia.indiatimes.com/business/india-business/banks-approve-reduced-fees-for-upi-rupay/articleshow/73717522.cms.

“Product Overview: UPI.” National Payments Corporation of India (NPCI), January 29, 2025. https://www.npci.org.in/what-we-do/upi/product-overview.

“Product Overview: AEPS.” National Payments Corporation of India (NPCI), January 29, 2025. https://www.npci.org.in/what-we-do/aeps/product-overview.

“What Makes IRCTC India’s Biggest E-Commerce Player?” Economic Times, January 29, 2025. https://economictimes.indiatimes.com/industry/transportation/railways/what-makes-irctc-indias-biggest-e-commerce-player/articleshow/50792065.cms?from=mdr.

“India’s E-Commerce Market Size to Reach $120 Billion by 2026.” Economic Times, January 29, 2025. https://economictimes.indiatimes.com/tech/technology/indias-e-commerce-market-size-to-reach-120-billion-by-2026-report/articleshow/92740817.cms?from=mdr.

“E-Commerce Infographic – December 2023.” India Brand Equity Foundation (IBEF), December 2023. https://www.ibef.org/uploads/industry/Infrographics/large/e-commerce-infographic-december-2023.pdf.

“Reverse Migration: Dreams of 1000 Smart Towns.” Outlook India, January 29, 2025. https://business.outlookindia.com/opinions-and-blogs/reverse-migration-dreams-of-1000-smart-towns-8370.

“Flipkart Inspiring Seller Stories: Celebrating Independence Day with Seller Stories.” Business Insider, August 15, 2023. https://www.businessinsider.in/business/ecommerce/news/flipkart-inspiring-seller-stories-celebrating-independence-day-with-seller-stories/articleshow/102741608.cms.

“About ONDC.” ONDC, January 29, 2025. https://ondc.org/about-ondc/.

“Endless Choices.” Faster Capital, January 29, 2025. https://fastercapital.com/keyword/endless-choices.html.

“Gen Z Dining Experiences Get a Side Portion of Menu Anxiety.” Times of India, January 29, 2025. https://timesofindia.indiatimes.com/life-style/spotlight/gen-z-dining-experiences-get-a-side-portion-of-menu-anxiety/articleshow/106288709.cms.

“Curation as a Service.” Trends.vc, January 29, 2025. https://trends.vc/trends-0087-curation-as-a-service/.

“Conversational Commerce.” Forbes, January 29, 2025. https://www.forbes.com/advisor/business/conversational-commerce/.

“Privacy Debate for 2023: Can Data Collection Persist as Is?” InformationWeek, January 29, 2025. https://www.informationweek.com/data-management/privacy-debate-for-2023-can-data-collection-persist-as-is-#close-modal.

“Food Adulteration.” GCW Gandhinagar, January 29, 2025. https://gcwgandhinagar.com/econtent/document/1589361321Unit%20V%20Food%20adulteration.pdf.

“De-industrialisation of India.” Wikipedia, January 29, 2025. https://en.wikipedia.org/wiki/De-industrialisation_of_India.

“Voyage of Indian Handicraft.” The Statesman, January 29, 2025. https://www.thestatesman.com/supplements/section/voyage-indian-handicraft-1502703518.html.

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“The Economy of India: A Panagariya Perspective.” Brookings Institution, January 29, 2025. https://www.brookings.edu/wp-content/uploads/2016/07/2004_panagariya.pdf.

“ISO Member Information.” ISO, January 29, 2025. https://www.iso.org/member/1794.html.

“ISI Mark.” Wikipedia, January 29, 2025. https://en.wikipedia.org/wiki/ISI_mark.

“BIS Standards for India.” BIS, January 29, 2025. https://bis.gov.in/PDF/bs/198663.pdf.

“MS Swaminathan: Father of the Green Revolution.” Indian Express, January 29, 2025. https://indianexpress.com/article/explained/ms-swaminathan-father-green-revolution-explained-8959892/.

“India at 75: Nehru’s Legacy.” The Hindu, January 29, 2025. https://www.thehindu.com/opinion/op-ed/india-at-75-the-temples-that-jawaharlal-nehru-built/article65772568.ece.

“All About the First Five Year Plan.” The Print, January 29, 2025. https://theprint.in/india/all-about-the-first-five-year-plan-that-was-presented-by-nehru-nearly-70-years-ago-today/457511/.

“Sino-Indian War.” Britannica, January 29, 2025. https://www.britannica.com/topic/Sino-Indian-War.

“India-Pakistan War.” U.S. Department of State, January 29, 2025. https://history.state.gov/milestones/1961-1968/india-pakistan-war.

“Jugaad Innovation.” Think with Google, January 29, 2025. https://www.thinkwithgoogle.com/future-of-marketing/management-and-culture/jugaad-innovation/.

“Think Like an Indian Entrepreneur.” Harvard Business Review, January 29, 2025. https://hbr.org/2011/12/think-like-an-indian-entrepren.

“Jugaad: Reinvention in India.” Economic Times, January 29, 2025. https://economictimes.indiatimes.com/jugaad-is-our-word-for-reinvention/articleshow/4039538.cms?from=mdr.

“Mitticool Clay Refrigerator.” Mitticool, January 29, 2025. https://mitticool.com/product/mitticool-clay-refrigerator50-liter/.

“Missed Call Marketing in India.” Wharton Knowledge, January 29, 2025. https://knowledge.wharton.upenn.edu/article/missed-call-marketing-taken-hold-india/.

“Ozonetel Hits Record Handling Billion Missed Calls.” PR Newswire, January 29, 2025. https://www.prnewswire.com/in/news-releases/ozonetel-is-on-its-way-to-handling-a-billion-missed-calls-creating-a-world-record-292540381.html.

“Vyjayanthi V. Rao Paper.” EdCities, January 29, 2025. https://www.edcities.org/en/wp-content/uploads/sites/2/2015/04/Vyjayanthi-V-Rao-EN.pdf.

“Empirical Study on Service Quality.” ResearchGate, January 29, 2025. https://www.researchgate.net/publication/287528151_An_empirical_study_on_service_quality_perceptions_and_continuance_intention_in_mobile_banking_context_in_India

“Business Studies: Chapter 1.” Journal of Business Studies, January 29, 2025. https://journalofbusinessstudies.in/pdf/Chapter-1.pdf.

“Gordon Paper on Economic Growth.” IMF, January 29, 2025. https://www.imf.org/external/np/apd/seminars/2003/newdelhi/gordon.pdf.

“Small Towns Going Global in India.” Economic Times, January 29, 2025. https://economictimes.indiatimes.com/news/economy/indicators/how-indias-small-towns-are-going-global/articleshow/100307974.cms?from=mdr.

“High-End Consumer Goods in India.” Economic Times, January 29, 2025. https://economictimes.indiatimes.com/industry/auto/auto-news/consumers-getting-high-on-high-end-cars-electronics/articleshow/92910360.cms?from=mdr.

“Premium Products in Small Towns.” Economic Times, January 29, 2025. https://economictimes.indiatimes.com/industry/services/retail/from-vellore-to-barnala-small-towns-are-new-frontiers-for-premium-products/articleshow/100819880.cms?from=mdr.

“Indian Craftsmanship and Global Luxury.” Harper’s Bazaar, January 29, 2025. https://www.harpersbazaar.in/fashion/story/how-deep-is-the-relationship-between-indian-craftsmanship-and-global-luxury-701426-2023-11-14.

“About Jaypore.” Jaypore, January 29, 2025. https://www.jaypore.com/content/about.

“Amrapali Tribe’s New Jewellery Collection.” Vogue, January 29, 2025. https://www.vogue.in/fashion/content/exclusive-amrapali-tribes-new-jewellery-collection-gives-a-new-spin-to-traditional-designs.

“Made-in-China to Made-in-India.” YourStory, January 29, 2025. https://yourstory.com/journal/how-made-in-china-became-one-of-indias-most-recogn-sgshhp67l1.

“Indian Products vs Chinese Products.” India Today, January 29, 2025. https://www.indiatoday.in/fyi/story/survey-india-products-better-china-1027677-2017-08-02.

“Discipline in Filing Income Tax Returns.” Economic Times, January 29, 2025. https://economictimes.indiatimes.com/news/economy/indicators/indians-are-becoming-more-disciplined-in-filing-income-tax-returns/articleshow/102837502.cms?from=mdr.

“e-Court Mission: Development of Digital Paperless Courts.” Business Standard, January 29, 2025. https://www.business-standard.com/india-news/e-court-mission-development-of-digital-paperless-online-courts-in-indi-123081100739_1.html.

“iPhone 17 Development in India.” Economic Times, January 29, 2025. https://economictimes.indiatimes.com/industry/cons-products/electronics/iphone-17-may-be-developed-in-india-from-2h-2024-says-analyst/articleshow/104903489.cms?from=mdr.

“Medical Tourism in India.” HFS Research, January 29, 2025. https://www.hfsresearch.com/research/india-medical-tourism/.

“Geographical Indications and IP.” WIPO, January 29, 2025. https://www.wipo.int/edocs/mdocs/geoind/en/wipo_geo_lim_11/wipo_geo_lim_11_11.pdf.

“The Transparent Supply Chain.” Harvard Business Review, January 29, 2025. https://hbr.org/2010/10/the-transparent-supply-chain.

“Greenwashing and Climate Change.” UN, January 29, 2025. https://www.un.org/en/climatechange/science/climate-issues/greenwashing.

“Greenwashing in India Inc.” Business Standard, January 29, 2025. https://www.business-standard.com/opinion/columns/greenwashing-in-india-inc-environment-scores-create-a-sense-of-suspicion-123100400364_1.html.

“Future of Nanobots in 2023.” YouExec, January 29, 2025. https://youexec.com/reports/future-of-nanobots-in-2023.

“Article on Nanotechnology.” ScienceDirect, January 29, 2025. https://www.sciencedirect.com/science/article/pii/S2213846322001869.

“Wabi-Sabi: The Japanese Art of Finding Beauty in Imperfections.” Carnegie Library, January 29, 2025. https://www.carnegielibrary.org/staff-picks/wabi-sabi-the-japanese-art-of-finding-the-beauty-in-imperfections/.

“Timeless Artistry of Handloom.” Sanskriti Cuttack, January 29, 2025. https://www.sanskriticuttack.com/timeless-artistry-of-handloom-a-tapestry-of-tradition-and-sustainability/.

PART 3 – THE PRE-CONSCIOUS

“Caste System in Ancient India.” World History Encyclopedia, January 29, 2025. https://www.worldhistory.org/article/1152/caste-system-in-ancient-india/.

“The Four Varnas in Hinduism.” ISKCON Educational Services, January 29, 2025. https://iskconeducationalservices.org/HoH/practice/dharma/the-four-varnas/.

“Sociology e-Content: Key Concepts.” CIET, January 29, 2025. https://ciet.nic.in/moocspdf/Sociology%2001/kesy_10202_e-content.pdf (pages 7-8).

“Types of Food in Ayurveda.” Art of Living, January 29, 2025. https://www.artofliving.org/in-en/ayurveda/reads/types-of-food.

“Fasting in Hinduism.” Alimentarium, January 29, 2025. https://www.alimentarium.org/en/fact-sheet/fasting-hinduism.

“Historical Exploration of Indian Diets.” ResearchGate, January 29, 2025. https://www.researchgate.net/publication/280389455_A_Historical_Exploration_of_Indian_Diets_and_a_Possible_Link_to_Insulin_Resistance_Syndrome/citation/download.

“Dalit Foods.” Youth Ki Awaaz, January 29, 2025. https://www.youthkiawaaz.com/2018/05/dalit-foods/.

“Timeline of Famines in India.” Wikipedia, January 29, 2025. https://en.wikipedia.org/wiki/Timeline_of_major_famines_in_India_during_British_rule.

“Indian Agriculture after Independence.” ICAR, January 29, 2025. http://www.crnaidu.in/u/white_paper/The%20History%20and%20Evolution%20Of%20The%20Indian%20Education%20System.pdf (page 3).

“Food Agreement and State Trading in India.” EPW, January 29, 2025. https://www.epw.in/system/files/pdf/1960_12/39/indous_food_agreementand_state_trading_in_foodgrains.pdf.

“AHR Article on Indian Food.” Oxford Academic, January 29, 2025. https://academic.oup.com/ahr/article/112/2/337/41021 (pages 358-360).

“Phytomedicinal Approaches.” Phytotherapy Journal, January 29, 2025. https://www.phytojournal.com/archives/2020/vol9issue1/PartU/9-1-256-412.pdf (page 1271).

“Bhakra Nangal Dam: Facts and History.” India Today, January 29, 2025. https://www.indiatoday.in/education-today/gk-current-affairs/story/bhakra-nangal-dam-things-you-should-know-about-the-second-tallest-dam-in-asia-1372739-2018-10-22.

“The Real Story of the Green Revolution.” The Print, January 29, 2025. https://theprint.in/past-forward/hungry-india-a-nawabi-us-president-mexican-blood-the-real-story-of-green-revolution/835649/.

“Dr. V. Kurien: The Milk Man of India.” Amul, January 29, 2025. https://amul.com/m/dr-v-kurien.

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“Traditional Games of India.” Caleidoscope. Accessed January 29, 2025. https://www.caleidoscope.in/art-culture/traditional-games-of-india.

“Indian Wedding Traditions.” The Knot. Accessed January 29, 2025. https://www.theknot.com/content/indian-wedding-traditions.

“CAIT Estimates Rs 4.25 Trillion Business from 23 Days of Indian Wedding Season.” Live Mint. Accessed January 29, 2025. https://www.livemint.com/news/cait-estimates-rs-4-25-trillion-business-from-23-days-of-indian-wedding-season-11697560348387.html.

“Wedding Business Worth Rs 4.25 Trillion in Just 23 Days.” Business Standard. Accessed January 29, 2025. https://www.business-standard.com/industry/news/this-season-may-see-wedding-business-worth-rs-4-25-trillion-in-just-23-days-123101700501_1.html.

“Matrimony Is One of India’s Biggest Businesses.” The Economist. September 29, 2022. https://www.economist.com/business/2022/09/29/matrimony-is-one-of-indias-biggest-businesses.

“Cinematic Depictions of Indian Matrimony.” JSTOR. Accessed January 29, 2025. https://www.jstor.org/stable/40277057?seq=8.

Liberty and Licence in Indian Cinema. Ebin. Accessed January 29, 2025. https://ebin.pub/qdownload/liberty-and-licence-in-the-indian-cinema-070690625x-9780706906257.html.

“Analysis of Bollywood Films as a Cultural Medium.” Sutori. Accessed January 29, 2025. https://www.sutori.com/en/story/analysis-of-bollywood-films-as-a-cultural–LFLfUiPe9vAGcaDypxgsp9eF.

“DDLG and Bollywood’s Relationship with Indian Culture.” The New York Times. January 19, 2023. https://www.nytimes.com/2023/01/19/world/asia/bollywood-ddlj-maratha-mandir.html.

“Karan Johar Talks About His Journey in Bollywood.” The Week. January 11, 2024. https://www.theweek.in/theweek/cover/2024/01/11/karan-johar-talks-about-his-journey-in-bollywood-dharma-productions-family-children-films.html.

“Books on Bollywood: A New Literary Genre.” Hindustan Times. Accessed January 29, 2025. https://www.hindustantimes.com/books/books-on-bollywood-a-new-literary-genre/story-4jHlkHwet9qw5USFvIcUoK.html.

“The Evolution of Indian Wedding Traditions.” The Style List. Accessed January 29, 2025. https://www.thestylelist.in/post/something-old-something-new-the-evolution-of-indian-wedding-traditions.

“The Top Six Most Expensive Weddings in History.” Financial Express. Accessed January 29, 2025. https://www.financialexpress.com/life/lifestyle-anant-ambani-radhika-merchants-600-million-wedding-to-princess-dianas-163-million-nuptials-the-top-six-most-expensive-weddings-in-history-3662172/.

“What We Know So Far About Microdosing Psychedelics.” Hindustan Times. December 7, 2023. https://www.hindustantimes.com/lifestyle/health/what-we-know-so-far-about-microdosing-psychedelics-101675510924161.html.

PART 4 – THE SUB-CONSCIOUS

“India to Be World’s Third Largest Economy by 2030: S&P Global Ratings.” Reuters. December 5, 2023. https://www.reuters.com/world/india/india-be-worlds-third-largest-economy-by-2030-sp-global-ratings-2023-12-05/.

“JPMorgan Forecasts Structural Shifts in Indian Economy, Remains Bullish on China.” CNBC TV18. December 2023. https://www.cnbctv18.com/market/jpmorgan-forecasts-structural-shifts-in-indian-economy-remains-bullish-on-china-18071051.htm.

“Roti Kapada Aur Makaan.” Wikipedia. Accessed January 29, 2025. https://en.wikipedia.org/wiki/Roti_Kapada_Aur_Makaan.

“Gandhi and Sarvodaya.” Mahatma Gandhi.org. Accessed January 29, 2025. https://www.mkgandhi.org/articles/gandhi_sarvodaya.html.

“District Repository Detail.” Amrit Mahotsav. Accessed January 29, 2025. https://amritmahotsav.nic.in/district-reopsitory-detail.htm?8941.

“An Approach to the Origin of the Universe.” Wiley Online Library. 1945. https://onlinelibrary.wiley.com/doi/10.1111/j.1758-6631.1945.tb04321.x.

“Indian Diaspora and Its Impact on Globalization.” JSTOR. Accessed January 29, 2025. https://www.jstor.org/stable/4192976.

“Still India’s Car on Two Wheels.” The Dollar Business. Accessed January 29, 2025. https://in.thedollarbusiness.com/magazine/still-indias-car-on-two-wheels/3245.

“Anecdotes, Bookings, Waiting Periods, Cars & Two-Wheelers in India.” Team-BHP. Accessed January 29, 2025. https://www.team-bhp.com/news/anecdotes-bookings-waiting-periods-cars-two-wheelers-india.

“Press Release.” Press Information Bureau (PIB). Accessed January 29, 2025. https://pib.gov.in/newsite/printrelease.aspx?relid=161226.

“India Icon: The Safari Suit in Eighties Fashion.” The Better India. Accessed January 29, 2025. https://www.thebetterindia.com/185389/india-icon-safari-suit-eighties-fashion-history/.

“Book Details.” Goodreads. Accessed January 29, 2025. https://www.goodreads.com/en/book/show/23635209.

“Doctor, Cricketer, Engineer Still Top Careers for Urban Kids: Survey.” Times of India. August 21, 2014. https://timesofindia.indiatimes.com/india/doctor-cricketer-engineer-still-top-careers-for-urban-kids-7-city-survey/articleshow/39897737.cms.

“Seeking a Government Job in 2023: A Goal to Achieve or an Obsession to Overcome?” Economic Times. January 15, 2023. https://economictimes.indiatimes.com/jobs/government-jobs/seeking-a-government-job-in-2023-a-goal-to-achieve-or-an-obsession-to-overcome/articleshow/99230216.cms.

“Over 5 Lakh Post Graduates Apply for Sweepers Posts in Uttar Pradesh.” Indian Express. January 19, 2023. https://indianexpress.com/article/education/over-5-lakh-post-graduates-graduates-apply-for-sweepers-posts-in-up/.

“Over 55 Lakh Candidates with BTech, MBA, Master’s Degrees Apply for Group D Jobs in Uttar Pradesh.” Business Today. June 6, 2023. https://www.businesstoday.in/education/story/over-55-lakh-candidates-with-btech-mba-masters-degree-apply-for-group-d-jobs-in-uttar-pradesh-384492-2023-06-06.

“Jewelry as a Status Symbol: Exploring India’s Love for Gold and Precious Gems.” The Minds Journal. Accessed January 29, 2025. https://themindsjournal.com/readersblog/jewelry-as-a-status-symbol-exploring-indias-love-for-gold-and-precious-gems/.

“Indian Man Wears $4000 Gold Face Mask During Coronavirus Pandemic.” New York Post. July 6, 2020. https://nypost.com/2020/07/06/indian-man-wears-4000-gold-face-mask-during-coronavirus-pandemic/.

“Shirts & Gold.” My Gold Guide. Accessed January 29, 2025. https://www.mygoldguide.in/shirts-gold.

“Onida: Neighbour’s Envy, Owner’s Pride.” Only Kutts. July 8, 2021. https://onlykutts.com/index.php/2021/07/08/onida-neighbours-envy-owners-pride/.

“Indian Telephone System Dogged by Myriad Problems.” India Today. July 17, 2013. https://www.indiatoday.in/magazine/cover-story/story/19830815-indian-telephone-system-dogged-by-myriad-problems-seems-headed-for-a-breakdown-770934-2013-07-17.

“The Day Color TV Arrived in India: 1982.” YourStory. April 2023. https://yourstory.com/2023/04/day-color-tv-india-1982.

“DD Turns 60: Iconic Shows to Binge-Watch Even Today.” Hindustan Times. January 29, 2025. https://www.hindustantimes.com/tv/dd-turns-60-here-are15-iconic-shows-you-can-binge-watch-even-today/story-af8WVEYem5CVXBqtM447PP.html.

“Hum Log (TV Series).” Wikipedia. Accessed January 29, 2025. https://en.wikipedia.org/wiki/Hum_Log_(TV_series).

“30 Years of DD’s Ramayana: The Back Story of the Show That Changed Indian TV Forever.” Hindustan Times. January 29, 2025. https://www.hindustantimes.com/tv/30-years-of-dd-s-ramayana-the-back-story-of-the-show-that-changed-indian-tv-forever/story-og0vbfSYwK75Zl7mQmdsjN.html.

“Maruti 800: The Small Car That Started an Automotive Revolution in India.” Economic Times. February 2023. https://economictimes.indiatimes.com/industry/auto/cars-uvs/maruti-800-the-small-car-that-started-an-automotive-revolution-in-india/articleshow/105980502.cms.

“How DDA Built the Middle-Class Dream and Shaped Modern Delhi.” Indian Express. November 15, 2023. https://indianexpress.com/article/research/how-dda-built-the-middle-class-dream-and-shaped-modern-delhi-8585346/.

“Indian Immigrants in the United States: A Statistical Overview.” Migration Policy Institute. 2006. https://www.migrationpolicy.org/article/indian-immigrants-united-states-2006.

“Indian Americans.” Wikipedia. Accessed January 29, 2025. https://en.wikipedia.org/wiki/Indian_Americans.

“Kerala Gulf Diaspora.” Wikipedia. Accessed January 29, 2025. https://en.wikipedia.org/wiki/Kerala_Gulf_diaspora.

“Video on Kerala Gulf Diaspora.” YouTube. https://youtu.be/8cAFQY4x5E8?si=RgltOqQ91bpujOTd.

“On Kerala’s Obsession with Middle Eastern Food.” Goya. Accessed January 29, 2025. https://www.goya.in/blog/on-keralas-obsession-with-middle-eastern-food.

“Gymkhanas: A Historical Insight.” Enroute Indian History. Accessed January 29, 2025. https://enrouteindianhistory.com/gymkhanas/.

“Compulsory Dress Code in Clubs and Social Institutions Must Be Abolished.” Hindustan Times. January 2025. https://www.hindustantimes.com/opinion/compulsory-dress-code-in-clubs-and-other-social-institutions-must-be-abolished/story-VzrrZQfCCO9v7CHRF581EM.html.

“The Western Influence on India.” The Atlantic. March 1954. https://www.theatlantic.com/magazine/archive/1954/03/the-western-influence-on-india/641632/.

“Influence of Western Culture on Indian Society.” Times of India. Accessed January 29, 2025. https://timesofindia.indiatimes.com/readersblog/know-your-rights/influence-of-western-culture-on-indian-society-37332/.

“Effects of Westernization on Indian Culture and Traditions.” Prekshaa. Accessed January 29, 2025. https://www.prekshaa.in/effects-westernization-indian-culture-and-traditions.

“India at 75: Epochal Moments—1991 and the Coming of Satellite Television.” Frontline. January 2025. https://frontline.thehindu.com/the-nation/india-at-75-epochal-moments-1991-coming-of-satellite-television/article65722734.ece.

“A Brief History of the Internet in India.” Founding Fuel. January 2025. https://www.foundingfuel.com/article/a-brief-history-of-the-internet-in-india/.

“Best Broadband Plans in India in 2021.” Business Insider India. 2021. https://www.businessinsider.in/tech/news/best-broadband-plans-in-india-in-2021-from-jio-fiber-airtel-and-other-services/articleshow/82064580.cms.

“The Birth of the Internet in India.” Live Mint. January 2025. https://www.livemint.com/Industry/R3kgewhIhKscbiELV1sHZM/The-birth-of-the-Internet-in-India.html.

“The Evolution of Mobile Phones in India: 25 Years.” YourStory. 2020. https://yourstory.com/2020/07/india-mobile-phones-smartphone-market-25-years.

“Beep, Play, Repeat: How the Pager Changed Indian Professionals.” The Print. June 5, 2020. https://www.theprint.in/feature/brandma/beep-play-repeat-how-the-pager-pushed-indian-professionals-to-become-savvy/187207/.

“The End of BlackBerry Mobile.” Business Insider India. September 2021. https://www.businessinsider.in/tech/mobile/news/the-end-of-blackberry-mobile-once-owned-by-millions-now-ends-all-its-legacy-services/articleshow/88607821.cms.

“Parryware: Glamourooms Not Just Bathrooms.” Marketing Practice. July 2006. http://marketingpractice.blogspot.com/2006/07/parryware-glamourooms-not-just.html

“Survey Finds Extraordinary High Level of Self-Confidence in Indians.” Business Standard. August 18, 2022. https://www.business-standard.com/article/current-affairs/survey-finds-extraordinary-high-level-of-self-confidence-in-indians-122081800435_1.html.

Rapidex English Hindi Speakers. Flipkart. Accessed January 29, 2025. https://www.flipkart.com/rapidex-english-hindi-speakers/p/itmdytgpj3jczyg6.

“English Stands for Aspiration: Will Remain One of Two Official Languages Despite NEP.” The Print. January 2025. https://theprint.in/opinion/english-stands-for-aspiration-will-remain-one-of-two-official-languages-despite-nep/472333/.

“The Rise and Rise of Hinglish in India.” The Conversation. December 9, 2015. https://theconversation.com/the-rise-and-rise-of-hinglish-in-india-53476.

“Narrating the Indian Vernacular: A Conversation with Rohith Vemula.” Goethe-Institut. Accessed January 29, 2025. https://www.goethe.de/prj/mis/en/mit/21902303.html.

“Narendra Modi, Rohith Vemula, Vernacular English.” The Wire. September 18, 2021. https://thewire.in/books/narendra-modi-rohith-vemula-vernacular-english.

“Kapil Sharma Reveals How He Overcame the Fear of Not Knowing English.” Indian Express. November 5, 2023. https://indianexpress.com/article/entertainment/bollywood/kapil-sharma-reveals-how-he-overcame-the-fear-of-not-knowing-english-8503243/.

“The Boom of Entrepreneurship in India.” Finology Insider. September 3, 2023. https://insider.finology.in/startups-india/boom-of-entrepreneurship-in-india.

“Shark Tank India.” Wikipedia. Accessed January 29, 2025. https://en.wikipedia.org/wiki/Shark_Tank_India.

“International Baccalaureate (IB) Curriculum in India.” Tutelaprep. Accessed January 29, 2025. https://www.tutelaprep.com/blog/international-baccalaureate-ib-curriculum-in-india/.

“What is the Difference Between International Schools, Global Schools, and World Schools in India?” Medium. November 10, 2023. https://medium.com/@amitsati220/what-is-the-difference-between-international-schools-global-schools-and-world-schools-in-india-a452a383de56.

“India’s Gen Z Puts Travel Above Material Possessions.” Times of India. July 24, 2023. https://timesofindia.indiatimes.com/business/india-business/indias-gen-z-puts-travel-above-material-possession/articleshow/70301264.cms.

“Growth of Health and Fitness D2C Industry in India Post-Covid and Roadmap for 2023-24.” Times of India. December 23, 2023. https://timesofindia.indiatimes.com/blogs/voices/growth-of-health-and-fitness-d2c-industry-in-india-post-covid-and-roadmap-for-2023-24/?source=app&frmapp=yes.

“Post-Covid, Focus on Health Is Wealth for Fitness Firms.” Economic Times. July 18, 2023. https://economictimes.indiatimes.com/news/india/post-covid-focus-on-health-is-wealth-for-fitness-firms/articleshow/100907593.cms.

“Healing Through Music, Movement, and More: Exploring Expressive Arts Therapy in India.” The Hindu. January 5, 2024. https://www.thehindu.com/news/cities/bangalore/healing-through-music-movement-and-more-exploring-expressive-arts-therapy-in-india/article66960056.ece.

“Indian Fashion Moves Toward a Circular Economy.” The Voice of Fashion. January 17, 2024. https://www.thevoiceoffashion.com/sustainability/features/indian-fashion-moves-toward-a-circular-economy-2138.

“Consumers Are Driving the Transition to Electric Cars in India.” McKinsey & Company. March 15, 2023. https://www.mckinsey.com/industries/automotive-and-assembly/our-insights/consumers-are-driving-the-transition-to-electric-cars-in-india.

“Circular Design Challenge.” Circular Design Challenge. Accessed January 29, 2025. https://www.circulardesignchallenge.net/.

“How to Help: Carbon Footprint Calculator.” The Nature Conservancy. Accessed January 29, 2025. https://www.nature.org/en-us/get-involved/how-to-help/carbon-footprint-calculator/.

“iRobot India.” iRobot. Accessed January 29, 2025. https://irobot.in/.

“Ideal Dishwashers for Indian Households.” Times of India. November 14, 2019. https://timesofindia.indiatimes.com/most-searched-products/kitchen-and-dining/large-appliances/ideal-dishwashers-for-indian-households/articleshow/72275684.cms.

“India’s First Autonomous Car ZPod Is Truly a Game-Changer.” IndiaAI. January 12, 2023. https://indiaai.gov.in/article/india-s-first-autonomous-car-zpod-is-truly-a-game-changer.

“Best Air Purifier in India: Top 10 Picks for Healthy Breathing.” LiveMint. October 15, 2023. https://www.livemint.com/technology/gadgets/best-air-purifier-in-india-top-10-picks-for-healthy-breathing-11694499524585.html.

“Five Cars with Massage Seats in India, 2023: MG Gloster to BMW 7 Series.” Times of India. October 25, 2023. https://timesofindia.indiatimes.com/auto/web-stories/five-cars-with-massage-seats-in-india-2023-mg-gloster-to-bmw-7-series/photostory/100302404.cms.

“Temperature-Regulated Smart Clothes That Keep You Cool.” The Week. February 11, 2019. https://www.theweek.in/news/sci-tech/2019/02/11/Temperature-regulated-smart-clothes-that-keeps-you-cool.html.

“ISRO Gears Up for Space Tourism Takeoff, Expects Commencement by 2030.” Business Standard. March 17, 2023. https://www.business-standard.com/article/current-affairs/isro-gears-up-for-space-tourism-takeoff-expects-commencement-by-2030-123031701341_1.html.

“Body Contouring Surgery Cost in India.” The Aesculpir. Accessed January 29, 2025. https://www.theaesculpir.com/body-contouring-surgery-cost-in-india.php.

“Abdominal Etching (Six Packs) Body Procedure in India.” The Cosmetic Surgery. Accessed January 29, 2025. https://www.thecosmeticsurgery.org/body-procedures-india/abdominal-etching-six-packs/.

“Top 8 AI-Based Personal Trainers: The Future of Fitness.” Robotics Biz. December 9, 2023. https://roboticsbiz.com/top-8-ai-based-personal-trainers-the-future-of-fitness/.

“The Impact of Physical Activity on Mental Health.” National Center for Biotechnology Information. July 1, 2017. https://www.ncbi.nlm.nih.gov/pmc/articles/PMC5579706/.

“The Role of Artificial Intelligence in Healthcare: A Review.” European Journal of Medical Research. 2023. https://eurjmedres.biomedcentral.com/articles/10.1186/s40001-023-01429-4.

“Comparison of Treatment Strategies for Mental Health Disorders.” PubMed Central. November 17, 2017. https://pubmed.ncbi.nlm.nih.gov/29111891/.

“The Metaverse in 2040.” Pew Research Center. June 30, 2022. https://www.pewresearch.org/internet/2022/06/30/the-metaverse-in-2040/.

“The Top Trends in Tech.” McKinsey & Company. 2023. https://www.mckinsey.com/capabilities/mckinsey-digital/our-insights/the-top-trends-in-tech#tech-trends-2023.

“Conspicuous Consumption and the Peacock’s Tail.” Gerald Guild. December 21, 2011. https://geraldguild.com/blog/2011/12/21/conspicuous-consumption-and-the-peacocks-tail/.

“Charles Darwin and Conspicuous Consumption: The Rise of Bling.” Phys.org. April 2021. https://phys.org/news/2021-04-charles-darwin-conspicuous-consumption-bling.html.

“Catalogue Record for Conspicuous Consumption.” National Library of Australia. Accessed January 29, 2025. https://catalogue.nla.gov.au/catalog/4229043.

“Conspicuous Consumption of Time: When Busyness Becomes a Status Symbol.” ResearchGate. 2017. https://www.researchgate.net/publication/317767223_Conspicuous_Consumption_of_Time_When_Busyness_and_Lack_of_Leisure_Time_Become_a_Status_Symbol.

“Bill Gates Says Warren Buffett Taught Him How to Value Free Time.” CNBC. July 9, 2023. https://www.cnbc.com/2023/07/09/bill-gates-says-warren-buffett-taught-him-how-to-value-free-time.html.

“How AI Is Changing the Future of Work.” Forbes. June 22, 2023. https://www.forbes.com/sites/marenbannon/2023/06/22/how-ai-is-changing-the-future-of-work/?sh=452a05fb72e0.

“AI Will Eat Up Some Jobs, but Also Create Many New Opportunities: Infobip.” Economic Times. May 2023. https://economictimes.indiatimes.com/small-biz/sme-sector/ai-will-eat-up-some-jobs-but-also-create-many-new-opportunities-infobip/articleshow/104273243.cms.

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“We Define the Term ‘Gigpreneur’ and Explore Its Potential.” Entrepreneur India. March 10, 2023. https://www.entrepreneur.com/en-in/growth-strategies/we-define-the-term-gigpreneur-and-explore-its-potential/319040.

“How Vernacular Architecture Can Sustainably Preserve Local Identity and Cultural Heritage.” Homegrown. January 29, 2024. https://homegrown.co.in/homegrown-explore/how-vernacular-architecture-can-sustainably-preserve-local-identity-cultural-heritage.

“What Are Golden Passports: Benefits, Advantages, and How to Choose the Best Country Option.” Economic Times. September 21, 2023. https://economictimes.indiatimes.com/nri/migrate/what-are-golden-passports-benefits-advantages-and-how-to-choose-the-best-country-option/articleshow/104718138.cms.

“Why Rich Indians Are Buying Marquee Properties in London.” Hindustan Times. August 2023. https://www.hindustantimes.com/real-estate/why-rich-indians-are-buying-marquee-properties-in-london-101702877117402.html.

“Why Are More Young Individuals Investing in Holiday Homes in Small-Town India?” The Established. December 2023. https://www.theestablished.com/community/business/why-are-more-young-individuals-investing-in-holiday-homes-in-small-town-india.

“Why Are People Leaving Big Cities for Smaller Towns?” Indian Express. August 19, 2023. https://www.indianexpress.com/article/express-sunday-eye/why-are-people-leaving-big-cities-for-smaller-towns-7534349/.

“India’s Secret Property: Only 6,500 Indians Own More Than One Self-Occupied House.” India Today. November 14, 2019. https://www.indiatoday.in/diu/story/exclusive-india-s-secret-property-only-6-500-indians-say-they-own-more-than-one-self-occupied-house-in-india-1619087-2019-11-14.

“Minimalist Interior Design 101.” Architectural Digest. January 15, 2024. https://www.architecturaldigest.com/story/minimalist-interior-design-101.

“This Conductive Paint Turns Walls into Giant Touchscreens.” Smithsonian Magazine. January 2023. https://www.smithsonianmag.com/innovation/this-conductive-paint-turns-walls-into-giant-touchscreens-180968922/.

“Electric Cars as a Status Symbol.” The Ethos. January 23, 2023. https://the-ethos.co/electric-cars-status-symbol/.

“The Rise and Fall of the Zero-Waste Trash Jar.” Wired. November 12, 2021. https://www.wired.com/story/the-rise-and-fall-of-the-zero-waste-trash-jar/.

“Eco-Friendly Elegance: Best-Selling Jute Bags for Sustainable Fashion.” Economic Times. December 3, 2023. https://economictimes.indiatimes.com/top-trending-products/lifestyle/eco-friendly-elegance-best-selling-jute-bags-for-sustainable-fashion/articleshow/105760994.cms.

“Divorce Rates Are Increasing: Here’s Why That’s a Good Thing.” Livewire, The Wire. Accessed January 29, 2025. https://livewire.thewire.in/livewire/divorce-rates-are-increasing-heres-why-thats-a-good-thing/.

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“The Rise of Consensual Non-Monogamy.” Vogue. November 3, 2023. https://www.vogue.com/article/the-rise-of-consensual-non-monogamy.

“EU Migrant Deal: Poland and Hungary Reject Agreement.” BBC News. November 23, 2023. https://www.bbc.com/news/world-europe-67751600.

“2 Factors That Make Fluid Relationships Work, According to Science.” Forbes. September 17, 2023. https://www.forbes.com/sites/traversmark/2023/09/17/2-factors-that-make-fluid-relationships-work-according-to-science/?sh=3ee9ea724753.

“Ranveer Singh’s ‘Apna Time Aayega’ from Gully Boy Becomes an Anthem.” Indian Express. February 14, 2019. https://indianexpress.com/article/entertainment/bollywood/ranveer-singh-gully-boy-song-apna-time-aayega-5537389/.

“India at 75: Jawaharlal Nehru’s Tryst with Destiny – Full Text.” The Wire. August 14, 2023. https://thewire.in/history/india-at-75-jawaharlal-nehru-tryst-with-destiny-full-text.

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PART 5 – WHY WE CONSUME WHAT WE DO

Tribal by Michael Morris. Financial Times. 2024. https://ig.ft.com/sites/business-book-award/books/2024/shortlist/tribal-by-michael-morris/.

Covenant. Swift Press. 2024. https://swiftpress.com/book/covenant/.

Baudrillard, Jean. The Consumer Society: Myths and Structures. Translated by Chris Turner. Thousand Oaks: Sage Publications, 1998.

McCracken, Grant. Culture and Consumption: New Approaches to the Symbolic Character of Consumer Goods and Activities. Bloomington: Indiana University Press, 1988.

Miller, Daniel. A Theory of Shopping. Cambridge: Polity Press, 1995.

“Sustainability, Self-Identity, and the Sociology of Consumption.” ResearchGate. Accessed January 29, 2025. https://www.researchgate.net/publication/227650877_Sustainability_Self-Identity_and_the_Sociology_of_Consumption.

Johnson, Steven. “Where Good Ideas Come From.” TED. Accessed January 29, 2025. https://www.ted.com/talks/steven_johnson_where_good_ideas_come_from?subtitle=en.