Abstract:

A semiotic analysis and cultural exploration of masculinity in India. This presentation provides a comprehensive examination of the codes that have defined Indian masculinity over the ages - from antiquity to the present day. An exploration across disciplines -including but not limited to history, popular culture, sociology (impact of the caste system), religion, and emergent Indian feminism. In addition, there will be a sharp focus on the implications of today's conflicted Indian masculinity for businesses and marketers, as they develop culturally relevant brand positioning and communication strategies to target the large and rapidly growing male grooming market in India today.