ABSTRACT
India’s economy has prospered during the last five years. It is now recognized as a global player in the information technology industry, developing and exporting software as well as software professionals (Ganguly, 2000). However, India has another fast growing export-culture. The nation’s economic prosperity coupled with cable television has created a market for designer wear; tight skirts, cocktail dresses, and designer suits are “in,” while traditional saris are “out.” However, this is not the case in the United States; Asian Indian fashion, film, food, music, and spirituality have found a momentary niche in American popular culture. After Vanity Fair magazine featured mehndi adorning actress Liv Tyler on the cover of its April 1997 issue, just about everything Asian Indian became popular-mehndi (temporary henna tattoos), bhindis (decorative body art applied to the forehead), beedis (cigarettes wrapped in flavored leaves), sari-inspired clothing, and yoga became part of popular culture. Mira Nair’s latest film, Monsoon Wedding, is an immense hit with the American public. When asked why a “homemade, Bollywood”-style film resonates and appeals to moviegoers internationally, Nair succinctly stated, “It’s chic to be Indian” (Rose, 2002).2
