Merchandizing the Sacred: Commodifying Hindu Religion, Gods/Goddesses, and Festivals in the United States

Abstract

ABSTRACTThe Immigration and Nationality Act of 1965 opened the gates for immigrants from India, who have come to the United States for various reasons other than religion. Their religious consciousness has grown along with the age of their children who are born in the United States. They have felt the need to retain and hand down their tradition and culture. In the process, sustaining their tradition and culture has become equivalent with religion, so they express it through rituals and festivals. With these festive observances has developed an intimate connection between commerce and religion, fashion and festival, celebration and consumption. In this scholarly essay, I analyze how Hindu religion has succumbed to the world of advertisements, mass production, and marketing in the United States. This aspect is significant because it gives an opportunity to conceptualize a larger transnational space that deals with Hindu religious practices and sees the participation of retailers and businesses located in various Hindu diasporic spaces using various marketing media strategically.