The Hare Krishnas have long been associated with American hippie culture and New Age religious movements. But they have developed deeply rooted communities in India and throughout the world over the past 50 years. Known officially as the International Society for Krishna Consciousness (ISKCON), this once-marginal religious community now wields vast economic assets, political influence, and a posh identity endorsed by Indian business tycoons and Bollywood celebrities.
Bringing Krishna Back to India)* *(Oxford UP, 2024) examines this globalized religious community in Mumbai, India's business and entertainment capital, where ISKCON draws Indians from diverse backgrounds to adopt a socially conservative Krishna bhakti identity amidst a neoliberal megacity and the city's famed cosmopolitanism. As ISKCON fashions devout religious identities amidst urban spaces, such as college campuses, corporate wellness retreats, and Bollywood celebrity events, it promotes a religious Hindu modernity that reflects elite urban Indian aspirations and aesthetic
