IJSSER

Title: MARKET TRENDS AND TREPIDATIONS: A STUDY ON RAINBOW CAPITALISM IN INDIA
Authors: Anahita Kapoor
\|\| \|\|
Anahita Kapoor Pathways School Gurgaon, Haryana
MLA 8 Vanshika, and Varnika Kalani. "MARKET TRENDS AND TREPIDATIONS: A STUDY ON RAINBOW CAPITALISM IN INDIA." Int. j. of Social Science and Economic Research, vol. 5, no. 5, May 2020, pp. 1339-1345, ijsser.org/more2020.php?id=92. Accessed May 2020. APA Vanshika, & Kalani, V. (2020, May). MARKET TRENDS AND TREPIDATIONS: A STUDY ON RAINBOW CAPITALISM IN INDIA. Int. j. of Social Science and Economic Research, 5(5), 1339-1345. Retrieved from ijsser.org/more2020.php?id=92 Chicago Vanshika, and Varnika Kalani. "MARKET TRENDS AND TREPIDATIONS: A STUDY ON RAINBOW CAPITALISM IN INDIA." Int. j. of Social Science and Economic Research 5, no. 5 (May 2020), 1339-1345. Accessed May, 2020. ijsser.org/more2020.php?id=92.
References [1]. Bloomberg, (12 September 2018), 'Pink dollar' to boost Indian economy after gay sex legalized', Livemint, https://www.livemint.com/Politics/SqpKWIyBy5VeGBOEqIbQuL/Pink- dollar-to-boost-Indian-economy-after-gay- sex-legalize.html [2]. Doctor, V, (8 June 2019), 'Understanding LGBT Movement through currency notes', The Economic Times, https://economictimes.indiatimes.com/currencies-commerce-and-the- importance-of- acceptance/articleshow/69695750.cms?from=mdr [3]. Exall, M, (25 June 2015), 'Resisting the Rise of Pink Capitalism', The Morning Star, https://web.archive.org/web/20160302140229/http://www.morningstaronline.co.uk/a- 6d97-Resisting-the-rise-of-pink- capitalism [4]. Mukherjee, S, (25 June 2019), 'Corporate Investment in Pride Increases Visibility, But Doesn't Expand Rights', The Swaddle, https://theswaddle.com/corporate-investment-in-pride- ups-visibility-but-doesnt-expand-rights/ [5]. Patel, R, (27 August 2016), 'Being LGBT in India: Some home truths', Livemint, https://www.livemint.com/Sundayapp/sAYrieZdZKEybKzhP8FDbP/Being-LGBT-in- India-Some-home-truths.html [6]. Patel, Z, (17 May 2019), 'The long road to LGBT equality in India', UNDP India, https://www.in.undp.org/content/india/en/home/blog/lgbtequalityindia.html [7]. Rahaman, N, (19 February 2019), 'Rainbow Capitalism in India', Wrytin, https://wrytin.com/nasiburrahaman/rainbow-capitalism-in-india-jsbyz311 [8]. Sarkar, A, (14 September 2018), 'Anger at big brands capitalising on Rainbow Pride in India, but is it misdirected?', The New Indian Express, https://www.newindianexpress.com/nation/2018/sep/14/anger-at-big-brands- capitalising- on-rainbow-pride-in-india-but-is-it-misdirected-1871904.html [9]. Sanghvi, M, (26 June 2019), 'History of the pride movement in India', Deccan Herald, https://www.deccanherald.com/specials/history-of-the-pride-movement-in-india- 742950.html [10]. Watta, A, (26 June 2019), 'Is Rainbow Capitalism Truly Queer Liberation', Gaysi, http://gaysifamily.com/2019/06/26/is-rainbow-capitalism-truly-queer-liberation/
Abstract: It is an encouraging development that the LGBTQ community has seen an increase in their rights and made progress towards equal treatment. Along with this development, they have seen an increase in purchasing power and participation in the economic and social system. Rainbow capitalism emerged as a method of integrating the community into the market economy, when corporations realized that it is profitable to be inclusive in marketing and advertising, creating a whole host of new avenues for expansion. Activists in India and across the world have expressed concern that rainbow capitalism has increased visibility, but the profit motive does not contribute to an increase in rights or awareness of structural, institutional and socio economic issues that the community continues to face especially in a developing country like India. This paper will examine the emergence of rainbow capitalism in India, especially in light of the decriminalization of Section 377, and highlight the critiques by activists and possible counteractions. The paper will conclude with an emphasis on the sociological effects and drawbacks of rainbow capitalism in the Indian context.

IJSSER is Member of