A local genie in an imported bottle: Ayurvedic commodities and healthy eating in North India.
Many health-conscious Indians consume products sold under the label of Ayurveda – a South Asian tradition which promotes health and longevity through medicine, proper lifestyle, and diet. Recently, in addition to the herbal pharmaceutical market, Ayurveda has transformed into a growing industry of f...
| Publicado en: | Food, Culture & Society Vol. 23; no. 2; pp. 173 - 193 |
|---|---|
| Autor principal: | |
| Formato: | Artículo |
| Publicado: |
Taylor & Francis Ltd
Apr2020
|
| Materias: | |
| Acceso en línea: | Ver este registro en EBSCOhost |
| fields | @attributes: recordID: 1 pdfLink: plink: https://search.ebscohost.com/login.aspx?direct=true&db=ssf&AN=142082747&site=ehost-live header: @attributes: shortDbName: ssf uiTerm: 142082747 longDbName: Social Sciences Full Text (H.W. Wilson) uiTag: AN controlInfo: bkinfo: jinfo: jid: 15528014 1GVA jtl: Food, Culture & Society issn: 15528014 maglogo: N pubinfo: dt: Apr2020 vid: 23 iid: 2 pid: 377 pub: Taylor & Francis Ltd artinfo: ui: 142082747 10.1080/15528014.2020.1713429 ppf: 173 ppct: 20 formats: fmt: – @attributes: type: T – @attributes: type: P size: 2.1MB tig: atl: A local genie in an imported bottle: Ayurvedic commodities and healthy eating in North India. aug: au: Khalikova, Venera R. affil: Chinese University of Hong Kong, Department of Anthropology, Shatin, NT, Hong Kong su: Consumer goods Food production Cultural identity Globalization Ayurvedic medicine sug: subj: Consumer goods Food production Cultural identity Globalization All Other Consumer Goods Rental Ayurvedic medicine keyword: Ayurveda Baba Ramdev cultural bilingualism globalization healthy food India nationalism Patanjali Ayurved Ayurveda Baba Ramdev cultural bilingualism globalization healthy food India nationalism Patanjali Ayurved ab: Many health-conscious Indians consume products sold under the label of Ayurveda – a South Asian tradition which promotes health and longevity through medicine, proper lifestyle, and diet. Recently, in addition to the herbal pharmaceutical market, Ayurveda has transformed into a growing industry of food products that include everything from honey, spices to biscuits, ketchup, and instant noodles – products that are neither particularly "Ayurvedic" nor nutritionally healthy. In this paper, I examine the ideologies of Ayurvedic consumption in India to theorize how food gets to be recognized as "healthy" by linking personal and national health, appealing to taste, and incorporating globally recognizable forms. I put forward the notion of gastro-bilingualism to explain that the popularity of Ayurvedic food products arises from their capacity to meet the Indian consumers' concerns over health and cultural identity, while allowing them to indulge in pleasurable globalized consumption. Finally, I discuss Ayurveda's similarities and differences from other healthy food trends, specifically in terms of the cultural politics of what counts as local. pubtype: Academic Journal doctype: Article src: R language: English refInfo: copyright: @attributes: flag: N holdings: @attributes: islocal: N |
|---|