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Article

Varisha Rehman

The paper answers three research questions: How does the extant literature explain fairness and whiteness? What Indian standards of beauty were historically, and how are…

Abstract

Purpose

The paper answers three research questions: How does the extant literature explain fairness and whiteness? What Indian standards of beauty were historically, and how are they currently? What is the applicability of the theory of self-concept in understanding the fairness paradigm?

Design/methodology/approach

A rigorous review of extant literature on fairness followed by consolidation of the literature under relevant self-concept theory for understanding the historical perspective of fairness in India as compared to global standards.

Findings

Clear defined themes on actual, ideal and social self-concept emerged from the study. The study also revealed: how Indian corporates are using effective marketing strategies to cover up the potential health hazards of fairness creams.

Practical implications

Marketers can use the study to understand how fairness products influence individual’s self-concept. Media houses and Government agencies can also get insight on how beauty has been valorized in the Indian mindset.

Social implications

This paper identifies the deceptive and misrepresentation of attainable beauty standards claimed by the fairness and whiteness products.

Originality/value

This is the first study done to integrate the findings of fairness studies with self-concept theory and derive useful insights from it.

Details

Society and Business Review, vol. 14 no. 1
Type: Research Article
ISSN: 1746-5680

Keywords

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Article

Karthik Selvanayagam and Varisha Rehman

This paper aims to, first, analyze the transformation of the Indian market by extending Sreekumar and Varman’s (2016) work on history of marketing in India into the…

Abstract

Purpose

This paper aims to, first, analyze the transformation of the Indian market by extending Sreekumar and Varman’s (2016) work on history of marketing in India into the post-colonial era; second, trace the emergence and adoption of various media technologies in the post-colonial Indian market; third, identify the evolving trends in marketing practices alongside the penetration of these media technologies in the market; and finally, argue the need for mindful adoption of marketing practices in the Indian market, rather than direct replication of Western practices.

Design/methodology/approach

The historical perspective on the post-colonial Indian market is done through extant literature review and analysis of marketing practices by iconic brands in the Indian market.

Findings

This research reveals that the adoption of Western marketing practices by brands in the Indian market has led to increasing materialistic consumption patterns among consumers. Furthermore, such practices in the social media technology era impose individualistic values in the Indian consumers, contrary to the cultural values of the country. Therefore, this research posits the need for mindful marketing practices to be adopted for the Indian market.

Social implications

This research shows warning signs of growing materialistic values among Indian consumers and the implications of marketing strategies on the society as a whole.

Originality/value

This study is a first of its kind in highlighting the transformation of the post-colonial Indian market by integrating actual marketing campaigns over this period with literature to present the various issues in the current state of the market.

Details

Journal of Historical Research in Marketing, vol. 11 no. 3
Type: Research Article
ISSN: 1755-750X

Keywords

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