Bringing Krishna Back to India

Book excerpt: Bringing Krishna Back to India examines the place of the International Society for Krishna Consciousness (ISKCON), in Mumbai, India's business and entertainment capital, where ISKCON draws Indians from diverse regional and religious backgrounds and devotees adopt a conservative religious identity amidst a neoliberal urban context. By inhabiting a Hindu revivalist role, ISKCON educates Hindus and Jains into a new vision of their own traditions and promotes greater religiosity in Indian public life. This contradicts notions that societies are moving towards secularism and highlights how new religious identities are fashioned amidst industrialized urban spaces, such as college campuses, corporate wellness retreats, and Bollywood celebrity events.