A Heavy Burden of Identity: India, Food, Globalization, and Women

Abstract

India's dynamic turn toward globalization brings new eating practices driven by desires for status and convenience. Traditional expectations of women as keepers of domestic culture persist as fears of a possible loss of Indianness are projected onto women. In the reflexive identity processes of urban middle-class Hindu women, new normative beauty ideals are often impossible to attain, resulting in Western-style food-related health problems. Awareness of these risks may be deflected by matrimonial, body image, and time pressures, as depicted in a preliminary model of food globalization and women's identities.

Citation

Mish, J. (2007), "A Heavy Burden of Identity: India, Food, Globalization, and Women", Belk, R.W. and Sherry, J.F. (Ed.) Consumer Culture Theory (Research in Consumer Behavior, Vol. 11), Emerald Group Publishing Limited, Leeds, pp. 165-186. https://doi.org/10.1016/S0885-2111(06)11008-X