The Emergence of Brand-Name Capitalism in Late Colonial India

"""A landmark contribution in the history of global capitalism, Haynes crafts an aesthetic visual archive of the modern professional advertising world in colonial western India. The book's phenomenal textual analysis of advertisements in various languages and cities is indispensable for scholarship on urban middle classes, modern conjugality, gender relations, consumption practices, masculinities, medicine and sexual sciences."" --Charu Gupta, Professor of History, University of Delhi, India ""By showing how advertisements for consumer products drew upon and reinforced ideas about family and conjugality, Haynes connects the history of business with the making of a middle class in India. This is a path-breaking book, not least for the novel material analysed with insight and elegance."" --Tirthankar Roy, Professor of Economic History, London School of Economics, UK ""In this rich cultural history, Haynes traces how advertisers in India interwove global commodity trends and localized concerns, responding to and shaping new ideas of gender and family. Where other scholars have analyzed individual ads to explore ideas of health, modernity or class, Haynes draws out in compelling detail where and why ads took the form they did, connecting culture and commerce, capital and politics."" --Abigail McGowan, Professor of History, University of Vermont, USA"