The promotion of an enterprise culture and entrepreneurship in India in recent decades has had far-reaching implications beyond the economy, and transformed social and cultural attitudes and conduct. This book brings together pioneering research on the nature of India’s enterprise culture, covering a range of different themes: workplace, education, religion, trade, films, media, youth identity, gender relations, class formation and urban politics.
Based on extensive empirical and ethnographicresearch by the contributors, the book shows the myriad manifestations of enterprise culture and the making of the aspiring, enterprising-self in public culture, social practice, and personal lives, ranging from attempts to construct hegemonic ideas in public discourse, to appropriation by individuals and groups with unintended consequences, to forms of contested and contradictory expression. It discusses what is ‘new’ about enterprise culture and how it relates to pre-existing ideas, and goes on to look at the processes and mechanisms through which enterprise culture is becoming entrenched, as well as how it affects different classes and communities. The book highlights the social and political implications of enterprise culture and how it recasts family and interpersonal relationships as well as personal and collective identity.
Illuminating one of the most important aspects of India’s current economic and social transformation, this book is of interest to students and scholars of Asian Business, Sociology, Anthropology,Development Studies and Media and Cultural Studies.
Introduction Nandini Gooptu Part 1: Discourses and Narratives of Enterprise Culture 1. ‘We are like this only’: Aspiration, ‘Jugaad’, and Love in Enterprise Culture Purnima Mankekar 2. Fantasies of Transformation: Education, Neoliberal Self-making and Bollywood Paromita Chakravarti 3. Creating Enterprising Subjects through Skill Development: The Network State, Network Enterprises and Youth Aspirations in India Divya Nambiar 4. New Spiritualism and the Micro-politics of Self-making in India’s Enterprise CultureNandini Gooptu Part 2: Embedding Enterprise Culture in Society 5. Shrink Wrapped Souls: Managing the Self in India’s New Economy Carol Upadyay 6. The Embodiment of Professionalism: Personality Development Programmes in New Delhi Meredith Lindsay McGuire 7. Motivating Madhu: India’s SEZs and the Spirit of Enterprise Jamie Cross 8. Reality T.V. in India and the Making of an Enterprising Housewife Nandini Gooptu and Rangan Chakravarty Part 3: Contestations and Contradictions of Enterprise Culture 9. Aspirational Regimes: Parental Educational Practice and the New Indian Youth Discourse David Sancho 10. Youth and the practice of IT enterprise: Narratives of the Knowledge Society and the creation of New Subjectivities amongst Bangalore's IT aspirants Nicholas Nisbett 11. The Fractured Spaces of Entrepreneurialism in Post-Liberalization India Jonathan Shapiro Anjaria and Ulka Anjaria 12. Margins and Mindsets: Enterprise, Opportunity and Exclusion in a Market Town in Madhya Pradesh Mekhala Krishnamurthy