This book examines genealogies of contagion in between contagion as microbe and contagion as affect. It analyzes how and why hygiene became authoritative and succeeded in becoming a part of the broader social and cultural vocabulary within the colonialist, anti-colonial, as well as modernist discourses.

This book examines genealogies of contagion in between contagion as microbe and contagion as affect. It analyzes how and why hygiene became authoritative and succeeded in becoming a part of the broader social and cultural vocabulary within the colonialist, anti-colonial, as well as modernist discourses.

This book examines genealogies of contagion in between contagion as microbe and contagion as affect. It analyzes how and why hygiene became authoritative and succeeded in becoming a part of the broader social and cultural vocabulary within the colonialist, anti-colonial, as well as modernist discourses.

1) This is one of the first systematic historical account of Medical Advice about Breastfeeding in Colonial Calcutta. 2) It has rich archival sources like rare medical handbooks and periodicals, governmental proceedings, child welfare exhibition and conference reports, personal papers, memoirs, illustrations and advertisements. 3) This book will be of interest to departments of social history and colonial history across UK.

The history of medicine and disease in colonial India remains a dynamic and innovative field of research, covering many facets of health, from government policy to local therapeutics. This volume presents a selection of essays examining varied aspects of health and medicine as they relate to the political upheavals of the colonial era. These range from the micro-politics of medicine in princely states and institutions such as asylums through to the wider canvas of sanitary diplomacy as well as the meaning of modernity and modernization in the context of British rule. The volume reflects the diversity of the field and showcases exciting new scholarship from early-career researchers as well as more established scholars by bringing to light many locations and dimensions of medicine and modernity. The essays have several common themes and together offer important insights into South Asia’s experience of modernity in the years before independence. Cutting across modernity and colonialism, some of the key themes explored here include issues of race, gender, sexuality, law, mental health, famine, disease, religion, missionary medicine, medical research, tensions between and within different medical traditions and practices and India’s place in an international context. This book will be of great interest to scholars and researchers of modern South Asian history, sociology, politics and anthropology as well as specialists in the history of medicine.

This book examines the emergence of professional advertising in western India during the interwar period. It explores the ways in which global manufacturers advanced a 'brand-name capitalism' among the Indian middle class by promoting the sale of global commodities during the 1920s and 1930s, a time when advertising was first introduced in India as a profession and underwent critical transformations. Analysing the cultural strategies, both verbal and visual, used by foreign businesses in their advertisements to capture urban consumers, Haynes argues that the promoters of various commodities crystalized their campaigns around principles of modern conjugality. He also highlights the limitations of brand-name capitalism during this period, examining both its inability to cultivate markets in the countryside or among the urban poor, and its failure to secure middle-class customers. With numerous examples of illustrated advertisements taken from Indian newspapers, the book discusses campaigns for male sex tonics and women's medicines, hot drinks such as Ovaltine and Horlicks, soaps such as Lifebuoy, Lux and Sunlight, cooking mediums such as Dalda and electrical household technologies. By examining the formation of 'brand-name capitalism' and two key structures that accompanied it- the advertising agency and the field of professional advertising- this book sheds new light on the global consumer economy in interwar India, and places developments in South Asia into a larger global history of consumer capitalism.

At present India is a leading producer, distributor, and consumer of generic medicines globally. Disparate Remedies traces the genealogy of this development and examines the public cultures of medicine in the country between 1870 and 1960. The book begins by discussing the expansion of medical consumerism in late nineteenth-century India when British-owned firms extended their sales into remote towns. As a result, laboratory-produced drugs competed with traditional remedies through side-by-side production of Western and Indian drugs by pharmaceutical companies. The emergent middle classes, the creation of a public sphere, and nationalist politics transformed the medical culture of modern India and generated conflict between Western and Indigenous medical systems and their practitioners. Nandini Bhattacharya demonstrates that these disparate therapies were sustained through the tropes of purity or adulteration, potency or lack of it, and epistemic heritage, even when their material configuration often differed little. Uniquely engaging with the cultures of both consumption and production in the country, Disparate Remedies follows the evolution of medicine in colonial India as it confronted Indian modernity and changing public attitudes surrounding health and drugs.