Ira Solomatina

The shaping of Indian-ness

The shaping of Indian-ness

How Vogue India reiterates right-wing rhetoric

Vogue India, with its four million online readers and audience of seven million on social media, mostly catering to educated upper- and upper middle-class women, seems to abide to the very same attitudes that have been promoted by the Bharatiya Janata Party and right-wing groups. Overtly, it champions inclusivity and diversity, celebrates women’s empowerment, and decries discrimination. Dedicated to highlighting strong and independent women it predominantly features Hindu customs and upper-class Hindu women, signifying that Hindu upper-caste, upper-class femininity is – in contemporary Indian society – the desirable norm. Conspicuously absent from the magazine are Muslim women, Muslim Indian culture and Muslim fashion.

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