‘America’ in Indian Advertising (article)

“‘America’ in Indian Advertising: Change and Impact.” Comparative American Studies 12, no. 1/2 (June 2014): 71–83. doi:10.1179/1477570014Z.00000000069. Describes representations of American culture in Indian advertising of “taboo” products such as condoms and alcohol.

Trade of Mahua flowers (article)

Mahapatra, A. K., and C. M. Shackleton. “Exploring the Relationships between Trade in Natural Products, Cash Income and Livelihoods in Tropical Forest Regions of Eastern India.” International Forestry Review 14, no. 1 (2012): 62–73. Examines “the income generating potential of six commercially traded forest products,” including Mahua flower (Madhuca latifolia). Mahua flower is a main ingredient in illegal alcoholic beverages that are popular in rural India.

Cross-Cultural Variations in Drinking in the Rhythm of the Week (article)

Robin Room et al., “Times to Drink: Cross-Cultural Variations in Drinking in the Rhythm of the Week,” International Journal of Public Health 57, no. 1 (2012): 107 – 117. Compares “time of drinking in terms of daytime versus evening and weekday versus weekend is charted for regular drinkers in 14 countries in Europe, Asia, Latin America, Africa and Oceania.” Shows that “The weekly rhythm of drinking varies greatly between societies. Drinking was generally more likely after 5 p.m. and on weekends. To this extent, alcohol consumption is now regulated by a universal clock. The relation of time of day and of the week of drinking to problems from drinking varied between societies. Drinking at specific times was more likely to predict problems among men than women, though for men the particular time varied, while weekday evenings were the most problematic time for women. The relation of drinking at a particular time to problems in part reflected that heavy drinkers were more likely to be drinking at that time.”

Opium, Tobacco, and Alcohol in India, 1500-1699

Meena Bhargava, “Narcotics and Drugs: Pleasure, Intoxication or Simply Therapeutic–North India, Sixteenth-Seventeenth Centuries,” The Medieval History Journal 15, no. 1 (2012): 103–135. Explains that “opium, tobacco, alcohol and alcoholic preparations” were great commercial commodities and “were chewed and consumed to generate euphoria, stimulation and intoxication. Seen as symbols of power and authority, they were considered to be facilitators of social bonding and social interaction. Consumed by a wide variety of people, it was around narcotics that hierarchies of class and gender were built. Although used as a therapy in some instances, narcotics came to be linked to health hazard, disease and death. With such a diverse trajectory, narcotics become an integral and an interesting medium to discover and study the lives of many in pre-colonial India.”