Indian writing in English: Commodification and re-orientalism

Abstract

This chapter delves into the material conditions of production and consumption of postcolonial Indian writing in English (IWE). It discusses the theoretical threads, which weave, produce, and disseminate contemporary IWE in the global marketplace, looks into the problematics of authorial branding and the ramifications of the burgeoning literary festivals and prizes/awards. It also discusses how celebrity culture has invaded IWE as a result of commercialisation, marketing strategies, and the collusion of all parties involved in the production of this literature.