Changing food habits in contemporary India

Discourses and practices from the middle classes in Chennai (Tamil Nadu)

Authored by: Michaël Bruckert

Routledge Handbook of Contemporary India

Print publication date:  August  2015
Online publication date:  August  2015

Print ISBN: 9780415738651
eBook ISBN: 9781315682570
Adobe ISBN: 9781317403586

10.4324/9781315682570.ch31

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Abstract

In 2014, while campaigning for the general elections, Narendra Modi, the candidate of the Bharatiya Janata Party 1 (who was elected as the fifteenth Prime Minister of India on 16 May), blamed the ruling Congress Party for having orchestrated a ‘pink revolution’, namely a boom in meat production epitomised by India’s new position as the largest beef exporter in the world. 2 Such an attack may sound puzzling, uttered by a politician who wants to put India on the tracks of prosperity with the help of private investments and the invisible hand of the market. But Modi is a Hindu nationalist, inspired by an ideological movement well known for its anti-Muslim and anti-cow slaughter rhetoric and activism. 3

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