Parental demand and the spread of ideologies in Indian schools

In the education market, parents express their preferences, which school management responds to and incorporates into its decisions | Photo Credit: THULASI KAKKAT Arora-Kukreja Ritika, ‘Hindutva by Other Means: The Educational Market and the Politics of Demand’, Economic and Political Weekly, Vol 61 Issue No. 34, August 22, 2026Recently, an advertisement for a jewellery brand featuring a Bollywood actress during Raksha Bandhan was taken down by the brand following public outrage over her attire, which some considered insufficiently modest for a traditional festival. While there were debates over whether her dressing should be judged in such a manner, the brand eventually took down the advertisement and apologised to a section of the public, responding to pressure from a majoritarian opinion. Published - September 22, 2026 08:30 am IST