Section Article

Cultural Homogenization vs. Preservation: The Impact of Globalization on Indian Social Life
Author(s): Dr. Prashant Singh

Abstract
Globalization has created a dichotomy in Indian society balancing cultural homogenization with efforts to preserve indigenous traditions. This paper investigates how global cultural influences have reshaped urban and rural lifestyles consumer behavior and social norms. It examines the adoption of global trends in fashion food and entertainment while highlighting counter-movements aimed at preserving traditional art forms and practices. The study also addresses the role of media and technology in bridging global-local identities. By analyzing this cultural interplay the paper provides insights into the negotiation of identity in a globalized world underscoring the resilience of India’s diverse cultural heritage amidst rapid change.