‘Globalization is generally said to promote cultural homogenization but due to this cultural specificities appear to be strengthened in the Indian Society.’ Elucidate. (UPSC 2018)

Globalisation has increased exposure to a common world culture through brands, media and digital platforms. Yet in India, it has not simply erased differences; it has also led communities to assert and market their own language, food, craft and faith-based identities more strongly.

How cultural homogenisation is visible

• Urban consumer habits are becoming similar: global fast food, fashion labels and lifestyle trends shape youth culture.
• English dominates higher education, business and technology, often reducing the space for smaller regional languages.
• Social media and streaming platforms spread similar images, tastes and aspirations across regions.

Why cultural specificities are also strengthening

• Glocalisation: Global platforms encourage local content. Regional OTT viewing now forms a major share of online entertainment, reviving Marathi, Tamil, Telugu and Bengali cultures.
• Heritage economy: Geographical Indications protect and promote products such as Banarasi sarees, Channapatna toys and tribal crops, turning local skills into premium brands.
• Language revival: Digital tools such as Bhashini and Adi-Vaani support translation and preservation of scheduled and tribal languages.
• Cultural pride: UNESCO recognition of dance and craft traditions, along with the growth of spiritual tourism at Kashi, Ayodhya and Ujjain, has deepened attachment to local heritage.
• Economic value of tradition: Yoga, Ayurveda and millets have moved from being seen as traditional to being valued as modern, healthy and globally relevant.

Implications

Thus, globalisation in India works through both convergence and resistance. Rather than producing uniformity alone, it has encouraged a selective renewal of cultural specificities, giving local identities new confidence in a global age.