Indian Food Television: Tracing the Transformation of Hindi and English Food Shows (2010–2018)

Abstract

ABSTRACT:This article traces the journey of Indian food media, particularly Hindi- and Englishlanguage television shows, from 2010 to 2018. The tendency of food television to uphold an upper- and upper-middle-class lifestyle points to a politics of appropriation of class. The transformation after 2010 is marked by changes in the space, the products endorsed, and the brands sponsoring the shows, while the aesthetics of the audiovisual medium indicate an inclination to enable a politics of consumerism and to posit a linear narrative on Indian cuisine that minimizes difference.