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Contemporary World Politics 108 the outcome of outside influence India and G lobalisation is a new combination that is unique — a khadi kurta worn over We said earlier that globalisation jeans. Interestingly, this clothing has occurred in earlier periods in combination has been exported history in different parts of the back to the country that gave us world. Flows pertaining to the blue jeans so that it is possible movementofcapital,commodities, to see young Americans wearing ideas and people go back several a kurta and jeans! centuries in Indian history. While cultural homogenisation During the colonial period, is an aspect of globalisation, the as a consequence of Britain’s same process also generates imperial ambitions, India precisely the opposite effect. It became an exporter of primary leads to each culture becoming goods and raw materials and a moredifferentanddistinctive.This consumer of finished goods. After independence, because of this phenomenon is called cultural heterogenisation. This is not to experience with the British, we deny that there remain differences decided to make things ourselves rather than relying on others. in power when cultures interact but instead more fundamentally We also decided not to allow to suggest that cultural exchange others to export to us so that our own producers could learn to is rarely one way. make things. This ‘protectionism’ generated its own problems. ‘Gosh, an Indian again!’ While some advances were made in certain arenas, critical sectors such as health, housing and An insider’s view of a call centre job primary education did not receive the attention they deserved. Working in a call centre, in fact, can be enlightening in its own way. As you handle calls from Americans, you get an India had a fairly sluggish rate of insightintothetrueAmericanculture.AnaverageAmerican economic growth. comes out as more lively and honest than we imagine… In 1991, responding to a financial crisis and to the desire However, not all calls and conversations are pleasant. Youfor higher rates of economic can also receive irate and abusive callers. Sometimes the hatred that they exhibit in their tone on knowing that theirowth, India embarked on a callhasbeenroutedtoIndiaisverystressful.Americanstend programme of economic reforms to perceive every Indian as one who has denied them their that has sought increasingly to rightful job... de-regulatevarioussectorsincluding One can receive a call, beginning on the lines of “I spoke tode and foreign investment. a South African a few minutes ago and now I’m speaking While it may be too early to say how good this has been for India, to an Indian!” or “Oh gosh, an Indian again! Connect me to an American please...”. It’s difficult to find the right responseimate test is not high in situations of this kind. growth rates as making sure that the benefits of growth are shared Source: Report by Ranjeetha Urs in The Hindu, 10 January 2so that everyone is better off. Reprint 2026-27