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@article{ Kuldova2017, title = {Forcing "Good" and the Legitimation of Informal Power: Philanthrocapitalism and Artistic Nationalism among the Indian Business Elites}, author = {Kuldova, Tereza}, journal = {International Quarterly for Asian Studies (IQAS)}, number = {1-2}, pages = {55-75}, volume = {48}, year = {2017}, issn = {2566-6878}, doi = {https://doi.org/10.11588/iqas.2017.1-2.4073}, abstract = {Until recently, India's wealthy were held in contempt and perceived with suspicion both by the general public and the media; newspaper articles about the greedy rich and their excesses pro-liferated. However, following the global financial crisis of 2008, magazines like Forbes India began aggressively pushing the idea of the generous and caring Indian business elites, a "force of good"; annual events such as the Forbes sponsored Philanthropy Awards and art and fashion galas for a good cause became popular and the notion of philanthrocapitalism was embraced by the elite. It is argued here that behind this development is a particular convergence of underly-ing legitimation crises, the first within the realm of business and the second within the realm of fashion and the arts. These then force the two realms into collaboration in a pursuit of the com-mon goal of social legitimacy, accumulation of symbolic capital and (re)production of the pow-er mystique of the elite. The article is grounded in extensive ethnographic fieldwork among the North Indian business and fashion elite, from 2008-2013.}, keywords = {Indien; India; Elite; elite; Mode; fashion; Kunst; art; symbolisches Kapital; symbolic capital; Philanthropie; philanthropy; Wirtschaftselite; economic elite; Reichtum; affluence; Sponsoring; sponsoring; Südasien; South Asia}}