THE HOMOGENIZATION OF INDIAN CULTURE: A POST-LIBERALIZATION, POST-TRADITIONAL PARADIGM SHIFT IN URBAN AGGLOMERATES

This study examines the impact of globalization on cultural diversity in urban India, particularly in the post-liberalization era. The influx of global media, technological advancements, and transnational corporations has created a cultural paradigm that prioritizes homogenization over heterogeneity. The dominance of Western cultural narratives has resulted in the marginalization of indigenous cultures, leading to a loss of cultural diversity. The research explores how communities in urban India are redefining their cultural identities in response to globalization. It analyses the intersection of post-liberalization and post-traditionalism in shaping cultural homogenization. The study also investigates the implications of cultural homogenization for the urban populace and how cultural diversity can be preserved in the face of overwhelming global influences. The findings suggest that while globalization has brought about unprecedented economic opportunities, it has also led to the erosion of traditional cultural practices and values. However, many communities in India are resisting homogenization and maintaining their unique cultural identities. The study concludes that there is a need to promote cultural diversity and preserve traditional cultural practices in the face of globalization.