Journal of Historical Research in Marketing: Volume 10 Issue 3


Table of contents

The political economy of branding: khadi, colonialism and Indian nationhood

Nirali Shah

This paper aims to provide an understanding of how brands acquire meanings in a historical context. It examines the politico-economic environment that led to emergence of khadi in…


Cultural branding in India: the case of Godrej “Storwel” cupboards (1944-1991)

Harini Alladi

The purpose of this paper is to outline the marketing history of the Godrej Storwel steel cupboard before India’s economic liberalisation in 1991 to find possible reasons for the…

Through the eyes of an artist: consumption ethos and commercial art in Bengal

Anisha Datta

Through a critical reading of a twentieth-century Bengali artist’s autobiography, this paper aims to attempt to demonstrate how commercial art and the consumption ethos symbolized…

Dwarkanath Tagore as a pioneering entrepreneur of India: His use of the integrated marketing approach in partnerships with British enterprises

Abhijit Roy

In the past three centuries in India, outsiders have dominated economic fortunes. Yet, for a brief interlude for two decades (i.e. in the 1830s and 1840s), the Bengalis from…

Negotiation and resistance: a history of consumption in British India

Hari Sreekumar

The purpose of this paper is to review the key literature pertaining to consumption during the colonial period in India, broadly covering the time period from the early nineteenth…

The four eras of “marketing” in twentieth century India

Chinmay Tumbe, Isha Ralli

The purpose of this study is to understand the evolution of “marketing” in the public and corporate discourse of twentieth-century India.

From bazaar to Big Bazaar: Environmental influences and service innovation in the evolution of retailing in India, c. 1850-2015

Chinmay Tumbe, Shashank Krishnakumar

This paper aims to understand the factors affecting the evolution of retailing in India since the mid-nineteenth century.


Towards an early history (1955-1975) of marketing research in India

Ravi Parameswaran, Krishna Parameswaran

The purpose of this paper is to attempt to trace the origins and early history of the development of the market research practice in India. It covers the period 1955-1975.

Cover of Journal of Historical Research in Marketing



Online date, start – end:


Copyright Holder:

Emerald Publishing Limited

Open Access:



  • Dr Richard Hawkins