Veg or Non-veg? Vegetarianism, Meat, and Modernity in India

Through its focus on “vegetarian” and “non-vegetarian” at different levels of the social scale, encompassing food producers, regulators, and vegetarian and non-vegetarian Hindu middle-class consumers, this book explores the paradox between an increasingly dominant (Hindu nationalist) ideology of vegetarianism and the reality of a rise in meat-eating in India that is being promoted in the name of “meat modernity,” according to which meat and non-veg diets, more generally, are associated with health, nutrition, and urbanized/individualized/flexible lifestyles.