All the foreign television channels in India use Indian languages.
McDonald sells vegetarian and chicken products in India and not beef products, which are popular abroad.
The above mentioned examples explain the process of:
Answer & explanation
Correct answer: option 4
The correct answer is Option (4) → Glocalisation
Option (1) Homogenisation — Incorrect. Homogenisation is the view that under globalisation all cultures will become similar. In the examples the foreign firms do the reverse: they change their products to suit Indian languages and food habits.
Option (2) Ethnocentrism — Incorrect. Ethnocentrism is judging other cultures by the standards of one’s own, as if one’s own culture were the best. A firm that adapts to local tastes is doing the opposite of looking down on them.
Option (3) Chauvinism — Incorrect. Chauvinism is an aggressive, exaggerated pride in one’s own nation or group. The examples are about business strategy, not national pride.
Option (4) Glocalisation — Correct. Glocalisation is the mixing of the global with the local. It is a strategy often adopted by foreign firms while dealing with local traditions, to sell more: foreign television channels use Indian languages, and McDonald’s sells only vegetarian and chicken products in India and not its beef products.
Note: The concept in Option (2), ‘Ethnocentrism’, is not in NCERT (2025-26); explained here for the benefit of the students.
NCERT (2025-26): “Homogenisation Versus Glocalisation of Culture … A central contention is that all cultures will become similar, that is homogeneous. Others argue that there is an increasing tendency towards glocalisation of culture. Glocalisation refers to the mixing of the global with the local. It is not entirely spontaneous. Nor is it entirely delinked from the commercial interests of globalisation. It is a strategy often adopted by foreign firms while dealing with local traditions in order to enhance their marketability. In India, we find that all the foreign television channels like Star, MTV, Channel V and Cartoon Network use Indian languages. Even McDonald’s sells only vegetarian and chicken products in India and not its beef products, which are popular abroad. McDonald’s goes vegetarian during the Navaratri festival. In the field of music, one can see the growth of popularity of ‘Bhangra pop’, ‘Indi pop’, fusion music and even remixes.” |