'Enjoying life': Consumption, changing meanings, and social differentiation in Kerala, India

Abstract

Kerala is a well-recognized 'model' of human development in the world. In this article, I look at a crucial aspect of this development, which is often approached in a positivist fashion of statistical aggregation alone: consumption. Instead, there is a need to study the meanings that surround it. I delineate the many forces, particularly the new material infrastructure, that have driven consumption in the last three decades, especially the last one. With increasing integration into global market forces through migration and investment, and cultural imaginations, I show that there is a tectonic change in consciousness about consumption, marked by fantasies, desires, and, contrarily, feelings of excess and ambivalence. I argue that the non-market sector has also played an important role in consumption. There is an increasing generalization of certain ideas about consumption as well as disenchantments across classes. But critically, I contend, there are caste, class, and gender disparities in consumption as well as differences in the meanings attributed to it. Thus, consumption is a socially meaningful, but discrepant, space. This article is based on fieldwork conducted in a town in central Kerala, supplemented with quantitative data.