This paper aims to, first, analyze the transformation of the Indian market by extending Sreekumar and Varman’s (2016) work on history of marketing in India into the post-colonial era; second, trace the emergence and adoption of various media technologies in the post-colonial Indian market; third, identify the evolving trends in marketing practices alongside the penetration of these media technologies in the market; and finally, argue the need for mindful adoption of marketing practices in the Indian market, rather than direct replication of Western practices.,The historical perspective on the post-colonial Indian market is done through extant literature review and analysis of marketing practices by iconic brands in the Indian market.,This research reveals that the adoption of Western marketing practices by brands in the Indian market has led to increasing materialistic consumption patterns among consumers. Furthermore, such practices in the social media technology era impose individualistic values in the Indian consumers, contrary to the cultural values of the country. Therefore, this research posits the need for mindful marketing practices to be adopted for the Indian market.,This research shows warning signs of growing materialistic values among Indian consumers and the implications of marketing strategies on the society as a whole.,This study is a first of its kind in highlighting the transformation of the post-colonial Indian market by integrating actual marketing campaigns over this period with literature to present the various issues in the current state of the market.

中文翻译：

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唯物主义，电视和社交媒体-后殖民印度市场转型分析

本文旨在首先通过将Sreekumar和Varman（2016）关于印度市场营销史的工作扩展到后殖民时代来分析印度市场的转型; 第二，追溯在后殖民时期印度市场上各种媒体技术的出现和采用；第三，确定营销实践的发展趋势以及这些媒体技术在市场中的渗透；最后，认为有必要在印度市场上谨慎地采用市场营销实践，而不是直接复制西方市场实践。对后殖民印度市场的历史观点是通过对现有的标志性品牌进行文献回顾和对市场营销实践的分析而得出的。在印度市场上。这项研究表明，印度市场上的品牌采用西方营销方式导致消费者中物质消费模式的增加。此外，社交媒体技术时代的这种做法在印度消费者中强加了个人主义价值观，与该国的文化价值观背道而驰。因此，本研究提出了在印度市场上应采用谨慎的营销实践的必要性。该研究表明印度消费者中物质主义价值观的增长以及市场营销策略对整个社会的启示。首先，通过将这段时期内的实际营销活动与文献结合起来，以突出当前后印度市场的各种问题，从而突出印度后殖民市场的转型。