Food & Beverage

India

Understanding Western Influence on Traditional Well-Being in India

The Propellerfish team explores how politically neutral aspects of daily life are increasingly being assigned partisan value across the US.

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The Challenge
How has the West's adoption of Indian wellbeing practices, impacted those same practices in India?
Project Highlight

Propellerfish teams began seeing Westernized expressions of Indian Wellbeing practices show up in cities like Mumbai and Delhi. We wanted to understand what was happening so we spent time with experts across India and engaged Indian expats working in the wellness industry abroad to help. Together, we tease out the nuances and concerns Indians have about this exchange between cultures. What we find is a reclamation of these traditions and a desire to own and reshape the narratives around these practices both in India and abroad.