Abstract

I look at how personality development and grooming classes fashion the new subject in a liberalized India. This project is set in the context of a growing aspirational class in India. The new economic reforms of 1991 have led to a booming consumer culture, a new middle class and a rise of 'personality development' classes. They equip the aspirational class with skills to navigate new spaces. I focus on how the new subject is fashioned and the impact it will have on the 'neoliberal' paradigm.

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