In Brand New Nation: Capitalist Dreams and the Nationalist Designs in Twenty-First-Century India, Ravinder Kaur explores how national identity and brand identities of nations have consolidated into a newer conception of the nation-state. In a seminal case study of India, Kaur’s book explores the emergent idea of India as an investment destination and how this image is a carefully crafted product of a sustained brand-building campaign which does not always reflect the complexities of politics on the ground in India.
Excerpted from Brand New Nation: Capitalist Dreams and the Nationalist Designs in Twenty-First-Century India by Ravinder Kaur, published by Stanford University Press, ©2020 by the Board of Trustees of the Leland Stanford Junior University. All Rights Reserved.
The path uphill from the WEF Convention Center toward the Promenade is dotted with landmarks such as the exclusive Hotel Belvedere, the Kirchner Museum, upmarket boutiques, and busy cafes. On this lively street, Cafè Schneider is ensconced to the left overlooking the mountain peaks. India Adda assembles annually in a specially marked area of Cafè Schneider, a nearly century-old cafe that ostentatiously describes itself as “die grand dame” of Davos coffeehouses, the old haunt of global celebrities and visitors in search of an authentic European coffeehouse experience.[i] Visitors to the India Adda can enter directly from the main street through a glass door decorated with giveaway signs of India—phool booti (flower) motifs in earthy deep-red hues framing the silhouettes of elephants dressed in ceremonial gear. A wooden sign at the entrance displays a graphic image of people holding hands in an ever-widening infinite circular loop. The inscription beneath the signboard…
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