Karma Cola: Marketing the Mystic East (Vintage International)
by Gita Mehta
In Karma Cola: Marketing the Mystic East, Gita Mehta explores the intersection of spirituality, commerce, and Western interest in the East. Blending cultural observation with an examination of marketing and representation, the book offers an engaging perspective on how mysticism becomes part of popular culture.
About This Book
Karma Cola: Marketing the Mystic East is a work by Gita Mehta about the ways the East is presented, interpreted, and marketed to Western audiences.
The book’s title points to a lively intersection of spirituality and commerce, inviting readers to consider how ideas associated with the mystic East become cultural products.
Mehta’s subject connects religion, travel, popular culture, and marketing in an accessible work of cultural commentary.
For readers interested in cross-cultural exchange and the commercial language surrounding spirituality, this book offers a thoughtful perspective on a persistent modern fascination.
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