Answer:

There are divergent views on the cultural dimensions of reforms in the content of globalization. Three clashing notions of cultural change has been identified in Indian context in the era of globalization.

♤ Homogenization: It refers to increasing global interdependence & interconnectedness which would lead towards growing cultural standardization & uniformisation for e.g.: increasing homogeneity of world values (market competition, human rights, commodification); Cocacolisation, Walmartization, Corporate culture, fast food chains, concept of e-money etc.

♤ Cultural Clash: The market-centred globalization is making deep in roads into local & regional cultures, which is seen as a threat by many. As a result, there is increasing assertion of identities to defend against onslaught of globalization for eg

: Reactionary movements like assertion by elders against western culture of live-in- relationship or against public display of affection.

♤ Glocalisation: It emphasises on the process of translocal cultural mixing, manifested in cultural heterogeneity and hybridisation e.g. Mcdonalidization (Mcdonald's going vegetarian during Navratris etc.); resorting to both allopathic & homeopathic treatments; knowledge economy.

Moreover, Indian society has also witnessed in recent times rebirth of many long – lost culture for e.g.: Yoga, Transcendental meditation etc.

Globalization is generally perceived as an attempt to establish cultural imperialism and hence considered as a threat to Indigenous craft & knowledge systems.

For e.g. Many theatre groups have become defunct, traditional weavers and craftsman due to their in ability to invest in technology have failed to adapt to the changing customer tastes.

However, it is in the realm of knowledge systems globalization poses a real challenge. In India various forms of traditional knowledge systems especially in the fields of medicine and agriculture have been preserved and passed on from one generation to the other. Recent attempts by some multi-national companies to patent the use of Tulsi, Haldi (turmeric), Rudraksha and Basmati rice has highlighted the need for protecting the base of its indigenous knowledge systems. To protect its indigenous crafts and knowledge systems, the Government of India has initiated a project to identify and digitalize all such knowledge.

Thus globalization can be both helpful as well as detrimental to Indian culture and its crafts and knowledge systems. It’s incumbent upon the governments to frame policies which maximized the benefits and minimizes the losses for its citizen.