Muscles, Masculinity, Mobility: Marketing to the New Indian Middle Class (Video)
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Ahmedabad University, Ahmedabad.
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At this session of The Conversation Series on the topic ‘Muscles, Masculinity, Mobility: Marketing To The New Indian Middle Class’, Dr Michiel Baas, author of ‘Muscular India: Masculinity, Mobility & The New Middle Class’, Senior Research Fellow, The Max Planck Institute in Halle, Germany, and Lecturer, The Institute of Interdisciplinary Studies, The University of Amsterdam, and Professor Bijal Mehta, Associate Professor, Amrut Mody School of Management, Ahmedabad University, discuss the changing landscape of the middle class in India. They look at how emerging professions at the crossroads of class intersections – fitness trainers at western-style gyms, baristas at modern cafés, or shop attendants at high-end malls from vernacular-educated lower middle-class backgrounds – encounter English-speaking upper middle-class clients. They explore how this facilitates upward class mobility, and the redrawing of the map of the Great Indian Middle Class.