Manufacturing Indianness

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Employing an interdisciplinary lens, the book critically examines nation-branding in neoliberal India, highlighting how these efforts can perpetuate colonial dynamics in postcolonial contexts. By utilizing the concept of fetishism, it reveals the complexities of nation-building and the potential for these exercises to reinforce existing power structures rather than liberate. This analysis invites readers to reconsider the implications of branding in shaping national identity and global perceptions.