Rohit Varman*

*Corresponding author for this work

Research output: Contribution to journalArticlepeer-review

6 Citations (Scopus)


Marketplace icons are often markers of transnational transactions engendered by commercialization and dominance of the West. Curry as a marketplace icon helps to identify these constituents of iconicity. This article briefly examines the historical roots of curry or spicy Indian food and its implication in the project of colonialism. Curry as a signifier of Indian food was invented in British colonial narratives and shaped by commercial interests and racial prejudices. Because of the way forces of colonization and commercialization create international circulation of goods and ideas through globalization, curry as a marketplace icon signifies hegemony and global hierarchies that shape ideas of consumption and markets.

Original languageEnglish
Pages (from-to)350-356
Number of pages7
JournalConsumption Markets and Culture
Issue number4
Early online date24 May 2016
Publication statusPublished - 4 Jul 2017


  • colonialism
  • Curry
  • food
  • hegemony
  • India
  • marketplace icon

ASJC Scopus subject areas

  • Social Psychology
  • Anthropology
  • Economics and Econometrics
  • Marketing


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