Neoliberal India Through a Glass Bottle of Coke
With Coca-Cola’s sudden, almost ubiquitous reappearance it became a powerful sign in the semiotics of neoliberal transformation. It was both an aspirational sign of global consumer-citizenship for India’s urban middle class and, with its reassemblage by Indian peasant communities, one evocative of neoliberal exploitation for those dispossessed of resources to fuel this consumption. As a result, Coca-Cola generated powerful responses.
 Quoting Mark Pendergrast in Sonia Shah, “Coke In Your Faucet?” The Progressive, August, 2001.