This book explores the history and agendas of the Young Men's Christian Association (YMCA) through its activities in South Asia. Focusing on interactions between American 'Y' workers and the local population, representatives of the British colonial state, and a host of international actors, it assesses their impact on the making of modern India. In turn, it shows how the knowledge and experience acquired by the Y in South Asia had a significant impact on US foreign policy, diplomacy and development programs in the region from the mid-1940s. Exploring the 'secular' projects launched by the YMCA such as new forms of sport, philanthropic efforts and educational endeavours, The YMCA in Late Colonial India addresses broader issues about the persistent role of religion in global modernization processes, the accumulation of American soft power in Asia, and the entanglement of American imperialism with other colonial empires. It provides an unusually rich case study to explore how 'global civil society' emerged in the late 19th and early 20th centuries, how it related to the prevailing imperial world order, and how cultural specificities affected the ways in which it unfolded. Offering fresh perspectives on the historical trajectories of America's 'moral empire', Christian internationalism and the history of international organizations more broadly, this book also gives an insight into the history of South Asia during an age of colonial reformism and decolonization. It shows how international actors contributed to the shaping of South Asia's modernity at this crucial point, and left a lasting legacy in the region.
This book explores the history and agendas of the Young Men's Christian Association (YMCA) through its activities in South Asia. Focusing on interactions between American 'Y' workers and the local population, representatives of the British colonial state, and a host of international actors, it assesses their impact on the making of modern India. In turn, it shows how the knowledge and experience acquired by the Y in South Asia had a significant impact on US foreign policy, diplomacy and development programs in the region from the mid-1940s. Exploring the 'secular' projects launched by the YMCA such as new forms of sport, philanthropic efforts and educational endeavours, The YMCA in Late Colonial India addresses broader issues about the persistent role of religion in global modernization processes, the accumulation of American soft power in Asia, and the entanglement of American imperialism with other colonial empires. It provides an unusually rich case study to explore how 'global civil society' emerged in the late 19th and early 20th centuries, how it related to the prevailing imperial world order, and how cultural specificities affected the ways in which it unfolded. Offering fresh perspectives on the historical trajectories of America's 'moral empire', Christian internationalism and the history of international organizations more broadly, this book also gives an insight into the history of South Asia during an age of colonial reformism and decolonization. It shows how international actors contributed to the shaping of South Asia's modernity at this crucial point, and left a lasting legacy in the region.
This book examines the emergence of professional advertising in western India during the interwar period. It explores the ways in which global manufacturers advanced a 'brand-name capitalism' among the Indian middle class by promoting the sale of global commodities during the 1920s and 1930s, a time when advertising was first introduced in India as a profession and underwent critical transformations. Analysing the cultural strategies, both verbal and visual, used by foreign businesses in their advertisements to capture urban consumers, Haynes argues that the promoters of various commodities crystalized their campaigns around principles of modern conjugality. He also highlights the limitations of brand-name capitalism during this period, examining both its inability to cultivate markets in the countryside or among the urban poor, and its failure to secure middle-class customers. With numerous examples of illustrated advertisements taken from Indian newspapers, the book discusses campaigns for male sex tonics and women's medicines, hot drinks such as Ovaltine and Horlicks, soaps such as Lifebuoy, Lux and Sunlight, cooking mediums such as Dalda and electrical household technologies. By examining the formation of 'brand-name capitalism' and two key structures that accompanied it- the advertising agency and the field of professional advertising- this book sheds new light on the global consumer economy in interwar India, and places developments in South Asia into a larger global history of consumer capitalism.
The Routledge Handbook of the History of Colonialism in South Asia provides a comprehensive overview of the historiographical specialisation and sophistication of the history of colonialism in South Asia. It explores the classic works of earlier generations of historians and offers an introduction to the rapid and multifaceted development of historical research on colonial South Asia since the 1990s. Covering economic history, political history, and social history and offering insights from other disciplines and ‘turns’ within the mainstream of history, the handbook is structured in six parts: Overarching Themes and Debates The World of Economy and Labour Creating and Keeping Order: Science, Race, Religion, Law, and Education Environment and Space Culture, Media, and the Everyday Colonial South Asia in the World The editors have assembled a group of leading international scholars of South Asian history and related disciplines to introduce a broad readership into the respective subfields and research topics. Designed to serve as a comprehensive and nuanced yet readable introduction to the vast field of the history of colonialism in the Indian subcontinent, the handbook will be of interest to researchers and students in the fields of South Asian history, imperial and colonial history, and global and world history.
The contributions assembled in this volume present cutting-edge research that examines the network of Indo-American interconnections over a wider time frame. The case studies stretch into the early decades of the American republic hinting at a longer history of mutual influence and exchange, beyond the registers of 'the American century' of globalization. By bringing together academics working across disciplines ranging from history to cultural and literary studies, comparative religion, political science and sociology, this volume thus foregrounds and historicizes the complex, multi-sited, polyvalent nature of the Indo-US encounter. At the same time, the book explore the possibilities of methodologically engaging with established categories--such as the nation, the imperial and Empire--and test alternative typologies to better understand this encounter. Taken together, our authors reconstruct the myriad ways in which Americans and Indians have engaged with each other through trade, diplomacy, intellectual comradeship, missionary evangelism and revolutionary fervor.
Are Indian women powerful mother goddesses, or domestic handmaidens trailing behind men in literacy, wages, opportunities, and rights? Have they been agents of their own destinies, or voiceless victims of patriarchy? Behind these colorful over-simplifications lies the reality of many feminine personas belonging to various classes, ethnicities, religions, and castes. This two-volume set looks at Indian history from ancient to modern times, revealing precisely why ideas of gender rights were not static across eras or regions. Raman's work is a reflection on the various ways in which women in a non-Western culture have developed and expressed their own feminist agenda. Individual chapters highlight the enduring legacies of many important male and female figures, illustrating how each played a key role in modifying the substance of women's lives. Political movements are examined as well, such as the nationalist reform movement of 1947 in which the ideal of Indian womanhood became central to the nation and the push for independence. Also included is a survey of women in contemporary India and the role they played in the resurgence of militant Hindu nationalism. Aside from being an engaging and readable narrative of Indian history, this set integrates women's issues, roles, and achievements into the general study of the times, providing a clear presentation of the social, cultural, religious, political, and economic realities that have helped shape the identity of Indian women.
