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The Kafka quagmire for the poor in India.

Authors :
Belk, Russell
Ghoshal, Tanuka
Source :
Journal of Marketing Management; Dec2017, Vol. 33 Issue 17/18, p1559-1569, 11p
Publication Year :
2017

Abstract

Khare and Varman present a compellingly pessimistic analysis of the plight of the poor in India. The dilemmas of the poor are often exacerbated by large corporations seeking to find ways to market products to impoverished emerging market consumers.  In India, consumers are frequently hurt by these initiatives, small retailers may suffer, while corruption and trickery by petty bureaucrats and ruthless landlords help the rich get richer at the expense of the poor.  The article by Khare and Varman is a scathing indictment based on detailed ethnographic evidence but it reveals only a fraction of the disadvantages and traps of disempowerment facing those Indians living lives of great precarity.  In this comment, we seek to build upon Khare and Varman’s insightful analysis both in order to reinforce their conclusions about the Kafkaesque existence of India’s poor and to introduce some further considerations and complications that make the quagmire even more entrapping.  We focus on four sources of these problems:  patriarchy, bureaucracy  and corruption, class and caste power and hierarchies, and uneven and inadequate infrastructure. We also highlight some largely individual and non-government initiatives that may offer hope of escaping this quagmire for the poor. [ABSTRACT FROM PUBLISHER]

Details

Language :
English
ISSN :
0267257X
Volume :
33
Issue :
17/18
Database :
Complementary Index
Journal :
Journal of Marketing Management
Publication Type :
Academic Journal
Accession number :
127028819
Full Text :
https://doi.org/10.1080/0267257X.2017.1318939