Karma Cola: Marketing the Mystic East

Karma Cola: Marketing the Mystic East

Gita Mehta


starting within the past due '60s, millions of Westerners descended upon India, disciples of a cultural revolution that proclaimed that the magic and secret lacking from their lives was once to be present in the East. An Indian author who has additionally lived in England and the USA, Gita Mehta was once preferably put to watch the spectacle of eu and American "pilgrims" interacting with their hosts. whilst she ultimately recorded her razor sharp observations in Karma Cola, the ebook turned an rapid vintage for describing, in cruel element, what occurs whilst the traditions of an historical and longlived society are became commodities and offered to people who do not comprehend them.

In the mind-blowing prose that has develop into her trademark, Mehta skewers the complete Spectrum of seekers: The Beatles, homeless scholars, Hollywood wealthy little ones in detox, British guilt-trippers, and extra. In doing so, she additionally unearths the devastating byproducts that the Westerners dropped at the villages of rural lndia -- excessive anxiousness and drug habit between them.

Brilliantly irreverent, Karma Cola screens Gita Mehta's reward for weaving outdated and new, universal and weird, heritage and present occasions right into a seamless and colourful narrative that's instantly witty, surprising, and poignant.

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