How Western Brands Sell Indians Their Culture and Make Billions
Yoga began as a spiritual practice on grass or stone. Today, it’s a billion-dollar industry with branded mats, leggings, and apps, stripping away its roots
Turmeric and neem, staples in Indian homes, are sold as “superfoods.” The transformation from tradition to trend ignores their cultural origins
Khadi kurtas and brass utensils, once everyday items, are rebranded as luxury goods by Western markets, priced at thousands of rupees
₹50 chai in a street-side kulhad becomes ₹500 “artisanal tea” served in “handcrafted mugs,” highlighting the pricing trap of perceived value
Haldi is sold as “turmeric,” dupattas turn into “Bohemian scarves,” and even sarees are reimagined as runway couture, stripping cultural depth
Traditional alta-inspired red nails and multani mitti masks are now Western fashion and skincare trends, rebranded for global audiences
Everyday items like diyas and rangoli are reduced to “holiday decor,” erasing their cultural and emotional significance
Colonial hangover persists as Western brands reframe Indian culture to appeal to global markets, leveraging our need for validation
cultural practices like drinking copper-stored water or applying kajal are marketed as innovative, overlooking their ancient roots
The irony: Indian culture becomes desirable only when rebranded by Western markets. It’s time we embrace our heritage without needing external approval