Culture and Privilege in Capitalist Asia - Jurusan Antropologi ...

INDIAN MIDDLE-CLASS IDENTITY 257
By creating more space for private capital and initiative, liberalisation has
heightened the interest of diasporic Indians in India’s economy, which is reflected in
the influx of professionals intending to settle in the country. Many of them are
previous graduates of Indian tertiary institutes, motivated to return by a
combination of factors including business opportunities, improved employment
prospects, cultural ties and ‘a sense of belonging’ (Kuttappan and Shenoy 1995:
173—6). Whilst some of these overseas settled Indians experienced economic
amelioration in their countries of adoption, they continued to feel culturally
displaced. The influx and circulation of businessmen and middle-class
professionals between India and the advanced countries is leading to a
globalisation of technology, business practices and leisure habits. For example,
some Indian computer and engineering professionals returning to India from the
USA are setting up hi-tech enterprises in India involving substantial transfer of
technology and business practices acquired through work experience abroad
(Kuttappan and Shenoy 1995:173—6).
A prime example of hi-tech development was the role of Sam Pitroda (an
engineer and entrepreneur formerly resident in the USA) who returned to India to
promote the modernisation of telecommunications during the 1980s (Raman 1987;
Srinivas and Mathews 1996). Pitroda and the late Prime Minister Rajiv Gandhi,
whose patronage Pitroda enjoyed, were both significantly responsible for
sponsoring the ‘computer revolution’ in India. They symbolised the aspirations of
India’s middle class through their identification with modern technological
development. Recently, Pitroda was appointed to serve on a committee advising
the Gujarat state government on economic development in that state (The Times
of India 1996). The profound impact of a diasporic Indian like Pitroda on
technological modernisation in India cannot be underestimated and serves to
illustrate the convergence of interests and identity between overseas Indians and
the local middle class.
Economic liberalisation has also paved the way for an unprecedented exposure
to global economic and cultural influences through substantial influx of foreign
investments in industry and the opening up of media to satellite and cable
television. Though foreign television companies cannot broadcast their
programmes within India, they are not barred from doing so through satellite
television which has transcended geographical and political barriers. The state
television network Doordarshan, which until 1991 enjoyed a monopoly, now faces
competition from satellite and cable television companies which has allowed Indian
viewers a choice of numerous channels (Asia Week 1995a:37). Consumer goods
carrying foreign brand names are also rapidly spreading through the retail sector as
a result of lower taxes and higher incomes for some among the middle class.
Exposure to lifestyles of the affluent foreign countries through media advertising
and television programmes is fuelling rampant consumption of semi-luxury and
luxury items.